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Launch of the Idol Portal
One day before the mega-launch of this much talked and tested internationally
format, the channel this morning launched a web-site dedicated completely
for the show. Titled www.indianidolonset.com,
"It's all to further increase engagement, involvement and excitement
among viewers. The web-site will take the promotional campaign to
its next level creating a stronger impact and connect with the show,"
gushes senior vice president marketing Albert Almeida.
This exclusive web-site which will be hosted and managed by SET
India has been licensed to Sony by FreemantleMeida. The web-site
has been an integral part of the Idol proposition, across
all the 25 countries, the show made its foray into. The site aims
at taking the viewers beyond the television screen capturing behind-the
scenes, backstage gossip, previews of upcoming episodes, exclusive
downloads, contestant profiles, picture galleries and more.
On the mobile front, a tie-up with Nokia ( one of the associate
sponsors) is in place which will enable viewers to go through the
world of Indian Idol with an exclusive gallery of what's
hot and happening.
Interestingly, the website will not be conducting its voting via
viewers for the Indian Idol through the web-site. That will be done
via SMS's and phone lines. When asked why, Almeida explained that
this was essentially a call taken by FreemantleMedia as they are
going to be controlling all the voting procedures. Also, internationally
the format has followed tie-ups with messaging and phone services.
The promotion of the web-site will be done extensively on-air during
the show as it unfolds as well as on the mother site www.setindia.com,
which today claims a figure of over 5000 loyal setizens. "
The promotion of the site on air and the site itself will ensure
a cross-medium promotion, perking up interactivity and engagement
as well as driving up the viewership," adds Almeida.
Whats on the Idol marketing agenda?
On the creative front, encapsulating the same theme, ' Entertainment
that makes you forget everything else' are a series of creatives:
1) Painter so engaged with Idol, that he paints over his
family portrait.
2) Mother so engrossed with the show while knitting that the kid
has a field day with the wool.
3) Man so glued to the show that pours a whole bottle of ketchup
on his food.
4) Barber so clued on that he shaves off his client's mustache.
Says Euro RSCG's executive director Suman Srivastava, "We
didn't want to position Idol as a talent show. Normally,
all talent shows are focussed on the participants. We wanted to
focus on the viewer and thereby giving them an incentive to tune
into the show. Also, the show itself stands out from a talent show
with the mix of entertainment and emotions that it offers and thereby
the thought behind the creative."
This will see itself translate into billboards, busbacks and bus
shelters across all the target cities. They being Mumbai, Delhi,
Kolkatta, Ahmedabad, Pune, Nagpur, Kanpur and Lucknow.
On-air promo's apart from being extensively aired on Sony will
also be aired on MAX, the movies and cricket channel.
Radio will see tie-ups with Radio Mirchi, Go 92.5 and Red
where apart from spot RJ's will be in their friendly banter re-living
and enacting the core theme of the show. Also lined up are exclusive
interviews with judges, talking about their whole journey through
this show and regular new reportage on Idol.
A tie-up with Aaj Tak will see this number one news channel
create branded properties as well as exclusive footage of Idol.
Other alliances with NDTV and Star News have been made.
The print mode will see syndicated weekly columns written
by the judges and anchors of Indian Idol with tie ups with
the following publications.
- Indian Express
- Telegraph
- Pratidin
- The Hindi
- Lokmat
- Dainik Jagran
- Mid-day
- Pioneer
- Today
- Punjab Kesari
These newspapers will also be given access to exclusive news content
on the show, hence ensuring optimum coverage from the media.
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