MUMBAI: Zee TV has launched a 360 degree marketing campaign to promote its new paranormal show Fear Files that will premiere on 30 June.

The channel is promoting the show through print ads, ambient branding, DTH, viral marketing, cinema hall promotion, digital and social media. Also, differentiated augmented reality has been designed to maximise engagement while following an integrated marketing approach.

As a part of the BTL activity, Zee TV will capture the audiences across malls and create an experience with augmented reality that uses computer graphics and sensors. There will be huge LED screens placed in these areas and people who come near the marked zone will experience something that is intended to surprise them and create a huge sense of intrigue.

The online promotions will be centred on giving viewers a paranormal experience rather than just telling a scary tale. Internet users will be captured across various sites with captivating messages. The channel has planned a social network activity that will allow users to share their own experiences by writing in stories and upload videos. Paranormal expert Mehra Shrikhande will share daily tips and feedback to online users.

The DTH promotional plan has ads and promos that will be played on Dish TV, Airtel DTH and Tata Sky.

Cinema hall promotions have begun with the launch of movie ‘The Amazing Spiderman’ to tap kids and male audiences. Apart from the promos running inside the movie screen, the washrooms will carry ambient branding. The channel claims that print medium will also see “innovative and attention grabbing” advertising.

The Facebook page of the show will also let viewers share their views and thoughts on various aspects. Micro-blogging sites like Twitter will keep the community of Fear Files viewers up-to-date on all on the shows.

Zeel marketing head- national channels Akash Chawla said, “The biggest challenge that the marketing team had to surmount was to evoke the emotion of ‘thrill’ from its target audience. The show has intrigue and mystery as its core and these are the two factors taken forward in its marketing campaign also. Hence, keeping in mind the primary target audience of the show, promotions are centred around online and new media along with traditional media mix. The communication across every medium will aim to tease people with the fear of the unknown and give
them a thrilling experience.”

The 26 episode series is based on paranormal experiences in one’s life and will air every Saturday and Sunday at 10.30 pm.