English GECs turn to on-ground to engage viewers

From hosting live cook-offs to showing season premieres beforehand, English GE channels are demonstrating faith in the on-ground medium

e4m by Synjini Nandi
Updated: Nov 15, 2012 7:31 PM
English GECs turn to on-ground to engage viewers

In the recent past we have witnessed a significant rise in the number of channels in the English GE space. This has undoubtedly led to strong competition. Broadcasters are leaving no stone unturned to create buzz about their latest properties. Though there is no dearth of media platforms available, English GECs today are undertaking different on-ground activities to create a greater audience connect. These activities also ensure a two-way communication which is difficult through television or print.

exchange4media takes a look at some of the recent innovative consumer engagement campaigns by English general entertainment channels…

Star World MasterChef event
For the promotion of ‘MasterChef Australia’, the channel invited readers from publications such as HT City (Delhi), HT Café (Mumbai), Telegraph (Kolkata) and Hindu (Chennai) to experience the world of ‘MasterChef’. A live cook-off was organised in four cities for publication readers, and for the food bloggers a brunch was organised at Shiros in Mumbai.

Two to three ‘MasterChef Australia’ inspired recipes were cooked by the chefs of the respective hotels and readers got to learn and then taste these recipes. The ingredients from the show were also made available at Godrej Nature’s Basket outlets.

AXN Supernatural Tweet-up event
In order to promote the premier of season eight of ‘Supernatural’ series, AXN organised a convention for its fans on October 25, 2012 at Mocha Mojo in Mumbai. The convention also witnessed the media getting an opportunity to watch the season premiere episode a day before its official premiere on AXN. This tweet-up event had fans tweeting every detail of the convention with a lot of ‘supernatural’ activities planned for media and fans present.

The event witnessed a lot of interactive activities and games such as getting a Supernatural tattoo, singing the Supernatural anthem and acting like the characters. 

Zee Café Fang Fare India event
Zee Café united the fans of its show ‘The Vampire Diaries’ with an on-ground event ‘Fang Fare India 2012’ to create a buzz about the premiere of season three. The channel organised this event especially to bring all the ardent fans of the Vampire Diaries series together at one place and give them a chance to interact with each other.

The idea behind the event was to allow the attendees the opportunity to show off their passion for ‘The Vampire Diaries’, to bring together like minded folks and form friendships based on a common passion for the channel and the show.

A major hype was created on social media including a contest on Twitter and Facebook to choose participants based on conversations about Fang Fare and ‘The Vampire Diaries’. There were special games and exclusive content of the cast of ‘The Vampire Diaries’ showcased at the event. The fans were also pitched against each other to win exclusive merchandise of the series. These tweets about Fang Fare reached to 25000 people on the given day.

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