MTV bets on digital to market ‘MTV Bloc Party’

The campaign, based on the theme ‘Chase the beat’, is also supported by radio, print, OOH, TV, on-ground & brand associations

e4m by Synjini Nandi
Published: Jan 15, 2013 10:50 PM  | 4 min read
MTV bets on digital to market ‘MTV Bloc Party’

MTV is set to host the first ‘Bloc Party’ in India on January 18 and January 19, 2013. The party, which would be held in Juhu, Mumbai, will present people with options to hop from one experience to another through the weekend.

The channel has undertaken an extensive marketing campaign for the launch of the property and to bring alive the various facets of MTV Bloc Party across different media platforms such as social, digital, outdoor, television as well as brand associations. The campaign is based on the theme ‘Chase the beat’ and is spread out across a period of two weeks.

Commenting on the marketing campaign, Aditya Swamy, EVP and Business Head, MTV India stated, “Mumbai is a commercial city and the party hub of the country so it makes sense to undertake such an initiative. Over the years, people have evolved and through this marketing campaign we are trying to connect with this audience. The marketing campaign is largely driven by social and digital media and supported by other media platforms such as radio, print, OOH, television, etc.”

The core of the social media initiative is the dancing pyramid, which is the mnemonic of MTV Bloc Party. The channel has designed an interactive marketing campaign that allows fans to get into a party mood a weekend prior to the event. The channel has announced a contest that integrates the marketing elements and the mnemonic of the property i.e. the dancing pyramid with an interactive dialogue with the audience.

The social media communication states that MTV Bloc Party pyramids have taken over the city and are looking for party goers and festival campers, present at various young hangouts such as cafes, malls, multiplexes, cabs, buses, restaurants, magazines, wine shops, etc. The channel has announced an interactive contest on social media that urges fans to spot the #MTVBlocParty pyramid. ‘Click it, pic it and tweet it back to win some rare MTV Bloc Party merchandise, artist meet and greet, and many more freebies’, it says.

The social media messaging is also being supplemented by radio communication and TV media, thus ensuring a comprehensive buzz across platforms. While multiple media vehicles are pushing the ‘spot the pyramid’ messaging, the digital media is being used to drive interaction and dialogue with the audience.

According to Swamy, social and digital media give the maximum return of investment over other media platforms owing to its high engagement quotient. Also, the channel has a large base of its fans and followers on this particular media platform.

The channel is also hosting an exclusive Beer Discovery event at the ‘The Pint Room’ in Bandra as a prelude to the beer arena on Saturday at the MTV Bloc Party. This has been made available for beer connoisseur through an interactive social media contest around beer trivia. Besides presenting the winners with an opportunity to enjoy an assortment of international range of ales and lagers, the event would offer them beer drinking guides, tasting notes and facts. 

As a part of the on-ground initiatives, party walkers accessorised from head to toe with MTV Bloc Party hats, glasses and ties would perform at hangouts and high traffic areas of the city, distributing invites for the party. In order to create more visibility, prime night clubs have been activated with special lit installations.

The MTV Bloc Party pyramids have also been strategically placed across Mumbai city. In order to create a buzz, special branding association has been undertaken across 50 Café Coffee Day outlets which would help target youth. Similar association has also been formed with five PVR cinemas in the city.

The channel is also promoting the property through high-decibel outdoor at vantage points, which are up and running already. As a part of transit advertising, the channel has branded private cabs (Tab Cabs) and AC Volvo buses for the purpose. The AC buses will also run exclusive promos of the MTV Bloc Party and will ferry across city areas such as Marine lines, Colaba, Worli, Prabhadevi, Lokhandwala and Link Road.

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