Financial Daily from THE HINDU group of publications
Friday, Jun 18, 2004
Financial Daily from THE HINDU group of publications Friday, Jun 18, 2004 |
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Marketing
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Promotions & Offers Variety - Radio/TV CNN launches interactive contest Our Bureau
Mumbai , June 17 CNN, the international news broadcaster, is also looking at the possibilities of on-ground promotion for its channel. It has kicked off an interactive marketing initiative in India. It has linked up with Barista and contests2win.com for this purpose. The consumer has to send an SMS `CNN' to 8558 in order to win prizes. Pyramid-shaped tent cards are placed at the tables of Barista in Mumbai, Delhi, Gurgaon, Noida, Chennai, Hyderabad, and Bangalore. The tent card promotes the `Make the Connection' contest. When the consumer SMSes `CNN' to 8558, they receives a clue about a famous personality who has been in the news lately. The consumer has to guess the personality in the fewest number of tries to win. This entire proposition is replicated online on contests2win.com. "The brief was clear - reach out to the target group and get them to interact with the brand attributes using non-conventional media. The online-offline combination touches the consumer physically in a Barista and gets them to interact with the brand online at contests2win.com,'' a release said quoting Mr Alok Kejriwal, CEO, contests2win.com. "We are always looking out for innovative ways to connect with our consumers. This promotion allows a unique opportunity for consumers to experience CNN as part of their daily routine, and have a little fun testing their knowledge of current affairs,'' the release added, quoting Ms Grace Wong, Vice-President, Corporate Communications & CNN Marketing, for Turner Broadcasting System Asia Pacific.
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