BIG CBS SPARK's digital campaign strikes a chord with Indian youth!
BIG CBS SPARK started an interactive WAP site for initiating contests and polls and passing on information about the shows to the users. The site has received over 113120 hits till date. Also, the contest on the mobile site attracted more than 13800 leads in just a few days of launch. Concurrently, the Channel's facebook page also attracted 40000 plus members within just a few days of initiating the campaign.
During the recent IPL series, the channel targeted he youth through blue casting (a tool that enables brands to deliver content and applications to Bluetooth enabled mobile phones). Mobile users were able to receive information on contests, polls and download from the channel in the stadium. With blue-casting, the channel got a staggering 68000+ downloads during just two IPL matches.
Understanding the youth's internet behavior, BIG CBS SPARK took over the home page and the "listen page' of in.com. They also created a roadblock on the movies page of rediff.com and home page of Games2win.com and captured the masthead of the most famous video website, youtube.com. The campaign helped the channel to receive an astounding 62 million impressions.
Commenting on digital innovations undertaken by the channel, Anand Chakravarthy, Executive Vice-President Marketing, Reliance Broadcast Network Limited, said, "The aim was to not just increase brand awareness but also to actively engage with the core TG of BIG CBS SPARK ' the young urban youth. We went with a predominantly Digital led campaign, leveraging the mobile platform, social media, online portals and used cricket as a great opportunity to seed the channel. Given our audiences high affinity for interactive mediums, the campaign was designed to enable this and delivered great results, ensuring high awareness and sampling of the shows."
BIG CBS SPARK launched in the beginning of May, bringing an engaging mix of shows that are Edgy, Cool, Entertaining and Sexy. It airs international shows like Cheaters, Hawaii Five-0, 90210 and show The Jerry Springer Show. BIG CBS SPARK is available on more than 400 networks, reaching more than 30 million households. The channel is also available on DTH platforms like Hathway, In Cable, Digi Cable, DEN, 7 Star, WWIL, ICC, Sun Direct, Reliance Digital, VideoconD2H and Airtel Digital TV.
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