AXN using Media2win's expertise, Minute to Win It India bets on digital

While TV channels are pumping drama and action into reality TV shows, GECs like AXN India is planning to strike gold with its latest game show Minute to Win It India. Yes, it is based on the international sensational gaming format that goes with the same name. The first season of this game show will debut on January 12th at 10pm. Not only have they managed to rope the ever enthusiastic Gaurav Kapur as the host of the show, but also have been able to successfully create buzz about the show in leading social media platforms.

Rohit Bhandari, Sr. Vice President, AXN says, "We were always focused with regard to our approach on marketing the show. And realizing the growth and potential of social media platforms in India, creating buzz about the show via these channels made tremendous sense especially when the main prize is Rs.1 crore." In less than 15 days, the show has been able to achieve a fan base of more than 22,000 on its official Facebook Fan Page https://www.facebook.com/AXNIndia. And this is noteworthy, because engaging with your audience even before the show begins helps one to gauge the sentiment pertaining to the show, as consumers openly share their feelings and experiences. Bhandari adds, "Social media has given the opportunity for the consumer to interact with AXN and India's Minute To Win It. And while they express themselves on platforms like Facebook; it has given us a chance to not only monitor their feedback but also use this as an opportunity to engage with them". Media2win, a leading independent digital agency, has been rewarded the responsibility of creating the entire digital & social media strategy for AXN and India's Minute To Win It.

Namrata Balwani, COO of Media2win says, "An innovative show like "Minute to Win It' required a unique approach to social media. We wanted the TG to get intrigued with the game show by letting them experience similar games on the digital platform. There are 5 interesting games of a minute's duration each on Facebook which require the user to do a particular task such as hit a ball with a bucket on the head, punch lights out with a ball etc & compete with others playing the games. Consumers have the option to play, share and invite their friends via these gaming applications on Facebook. We are also engaging consumers with behind the scenes footage of the shoot & more."

Apart from Facebook, they have also created a presence on twitter https://twitter.com/axn_india. Bhandari adds, "We even got queries from enthusiastic consumers wanting to participate in the game show. But unfortunately, registrations were closed earlier. But our winning moments in this space will be defined by partners like Media2win who understand engagement in social media platforms".

In the coming day's one will witness more hype around the show across digital media platforms.