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MUMBAI:
Zee TV’s interactive WAP site and mobile app for its top-rated
non-fiction show ‘Knorr Soupy Noodles DID L’il Masters
powered by LR Active’ has emerged a runaway success with more
than 3 lakh downloads within a short span of 3 months of its launch.
Boasting of a wide array of exciting and novel interactive features,
the application has succeeded in raising the bar on viewer engagement
in the digital space. Using the app, mobile users were able to interact
with the show in ways that were hitherto not even imagined. Beyond
providing users latest updates from the show at their fingertips,
the newly introduced features that captured public imagination and
upped the number of downloads were LIVE chats with the masters and
skippers, as well as the personalized dance tutorials from the four
skippers on the show.
The
launch of the mobile application for DID L’il Masters in May
2012 came in the wake of an overwhelming response to the initial
episodes of the show and the grand success of the mobile application
launched for Season 3 of Dance India Dance. Within 3 days of its
unveil in March 2012, the DID 3 app reported more than 10,000 downloads
and rated 4.5 out of 5 on the Android App Store - a very competitive
score considering that the Android store is an open platform and
the reviews therein are all user-generated. The DID 3 app went on
to become a major hit not only in India but also in countries like
USA and UK along with 25 unique countries, reinforcing that mobile
marketing is the best way to capture the youth and the tech-savvy
generation of smart phone and feature phone users.
Mr.
Akash Chawla, Marketing Head, National Channels, ZEEL said, “It
is very gratifying to know that at a time when ‘on-demand’
entertainment is the order of the day, we have been able to provide
our viewers with content that has kept them engrossed and engaged.
Reaching over 3 lakh downloads on four mobile platforms strengthens
our conviction that technology engages consumers in ways that are
addictive. The LIVE chats and personalized tutorials have clearly
been crowd favourites while the easy voting feature has seen the
contestants register a staggering number of votes as people connected
in huge numbers! The DID App is just the start of our quest to be
innovators in exploring the digital medium.”
Zee
TV has plans of making an even larger impact with the mobile application
in the coming days by pushing it on-air with anchor Jay Bhanushali
encouraging viewers to download the app. The announcement of unseen
footages of Salman Khan and Katrina Kaif from a recent episode as
well as personalized dance tutorials by each of the top 5 finalists
will drive higher downloads of the app and keep the buzz alive for
the channel’s next non-fiction property ‘Dance Ke Superkids’.
Following
a successful collaboration for the mobile application of DID Season
3, Zee TV continued its partnership with MOBILOX Innovations Pvt.
Ltd to develop the WAP & app technology for DID L’il Masters.
The launch of the mobile application for Season 3 of Dance India
Dance made DID the first ever reality show on Indian television
to be present as an application on all mobile/digital platforms.
The mobile apps designed for Season 3 as well as DID L’il Masters
have taken consumer interactivity in the mobile domain to unmatched
heights.
Watch
the Grand Finale of ‘Knorr Soupy Noodles DID L’il Masters
powered by L R Active’ on Sunday, August 12, 7.30 PM onwards
and vote for your favourite contestant through the DID App on your
phone!
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