MTV does ‘surround sound’ marketing for new show
MTV undertakes a differentiated communication initiative to promote its new show, Vodafone ‘MTV Rush’
MTV has undertaken a differentiated communication initiative to promote its new show, Vodafone ‘MTV Rush’. Directed by Bollywood director Bejoy Nambiar of ‘Shaitan’ fame, Vodafone ‘MTV Rush’ revolves around 12 characters and the one common string – a 48-hour college festival.
The on-ground experience involved a 2 minute Rush-ed drama carried out at a prominent suburban mall in Mumbai city on a Sunday afternoon. The high energy drama was conceived to showcase multiplicity of protagonists and curious mix of talent in one performance. The act started with a floor-cleaner going about his work. As the clock ticks, the audience is startled by a girl screaming for help while being chased by a biker down the stairs. The act brings together nanchak experts, BMX bikers, soccer free-stylists, B-Boys, Parkow stunter; and all this spectacle ends with a revelation about the show. The mode of promotion was chosen to reflect the energy, edginess and unpredictability of the show. MTV roped in experts to carry out the stunts and repeated this act every hour on the hour to drive the impact.
Commenting on the initiative, Aditya Swamy, EVP and Business head, MTV, said, “We were looking to bring alive the emotions associated with the word RUSH... something that was interactive and engaging... And the disruption we managed to create had a multiplier effect once we brought the web to the mix. Add this to the other promotional elements for the show and you have what we call a ‘surround sound’ marketing campaign.”
To build the curiosity and rush, MTV started promoting the hash-tag #givesmerush on Twitter, giving the twitteratis a slice of the thrill and exhilaration. The hash-tag trended for more than 12 hours. The uploaded video that captured the on-ground drama ‘Sunday shopping that guaranteed a RUSH!’ video has fetched more than 70,000 views on YouTube.
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