MTV: Making the right moves

This year MTV had six big marketing campaigns woven around MTV Youth Icon, Lycra MTV Style Awards, MTV Roadies, MTV Music Summit for AIDS, MTV IMMIES and MTV's second soap - Pyaar Vyaar And All That. "The marketing initiatives around MTV Roadies definitely qualify to be the biggest in not only scope and scale but also in what it ended up achieving," says MTV Networks India vice president marketing and digital Vikram Raizada.


MTV Roadies was promoted in a manner that was comprehensively 360 degrees, uniquely MTV and definitely one-of-its-kind. From outdoors, to print to ground-buzz to cross-channel tie-ups to media partnerships to digital initiatives (mobile and online) and finally to direct marketing.


Here's what was done in each of these spheres:


Outdoors - A thematic campaign for over a month across Delhi and Mumbai. Hoarding being a limited option in Delhi, we invested in scooter and bus backs in the capital

Print - Apart from usual campaign, MTV tied-up with Seventeen and JAM magazines for special features

Ground Buzz - Tieup with select petrol retail outlets to offer free petrol to select bike-owners on the day of the show launch on 19 October; Tie-up with Pizza Hut to introduce a special 'Roadies Family Pizza.' And finally, extensive promotion of the show at over 50 MTV hangouts.

Innovative media tie-ups - Tie-up with Sify Max to not only carry Roadies microsite but also get access to unseen clips on Roadies on its broadband; Cross promotion tie-up with Sony to feature Ranvijay in Kaisa Yeh Pyaar Hai on SET as well as feature Angad, the protagonist of KYPH on Roadies; Tie-up with Red FM for a 15 minutes capsule every Monday at 8 pm; Tie-up with CNBC-TV18 for a Roadies promotion on CNBC Auto show

Digital Initiatives - Mobile downloads from wallpapers to games; exclusive microsite on which received over 800 pages of chat on Roadies.

Integration of Roadies with other MTV programs and properties - Roadies made an appearance at Lycra MTV Style Awards as well as MTV Music Summit for AIDS; Every Roadie that was voted out on Monday featured on MTV Select the same Tuesday, Roadies on MTV Stylecheck flaunting their unique rugged style


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