NaiDunia’s ‘Slide & Ladder’ engages readers in Indore

NaiDunia had recently launched an interactive game campaign, ‘Slide & Ladder’, in Indore to engage fresh readers with its brand. Just like the traditional Snakes & Ladders game, the participants had to move forward in their games on the basis of the number of the dice, which was printed daily on the front page of NaiDunia.

e4m by exchange4media Staff
Published: Jul 13, 2010 10:09 AM  | 2 min read
NaiDunia’s ‘Slide & Ladder’ engages readers in Indore

NaiDunia had recently launched an interactive game campaign, ‘Slide & Ladder’, in Indore to engage fresh readers with its brand. Just like the traditional Snakes & Ladders game, the participants had to move forward in their games on the basis of the number of the dice, which was printed daily on the front page of NaiDunia.

The game was promoted extensively through all platforms such as print, outdoor, radio and live shows. The teaser and revealer campaign ran simultaneously in print (NaiDunia), radio (Radio Mirchi, Big FM and Red FM), and 30 hoardings across the city. The creative was changed daily in print and outdoor during the teaser campaign carried out over four days. The radio spot, too, was changed daily on all the three FM stations.

The Group has claimed to have received enthusiastic response from participants of all age groups. In a prepared statement, Debu Mishra, Vice President - Sales & Development, NaiDunia Media, said, “It was an outstanding success, much more than what we had expected.”

Those who reached the final square at point 100, got gifts like colour TVs with DTH connection, microwave ovens, and mobile phones. Others received gift hampers of various products.

During the course of the game, Slide & Ladder ‘Live’ was also introduced, wherein two floats moved across the city and invited passersby and residents of that location to play the game and win attractive prizes on the spot.

Mishra further said, “This campaign also helped us to reach out and interact with non-readers. Conversion was not intended, but we garnered thousands of new readers as well. Since the day the game ended, our call centre was flooded with inquiries about the next round of the game, especially from those who could not make it to the top.”

Mishra informed that looking at the persistent demand, they were launching ‘Slide & Ladder 2’. “We are sure it would outdo the success of the last round,” Mishra affirmed.

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