Idea starts Mobile Roadie Challenge 2.0
IDEA Cellular, a pan India mobile operator, in association with MTV has launched a unique online contest titled “Idea Mobile Roadie Challenge 2.0″. A website powered by Tribal DDB India offers the 58 Million Idea users across the country, an opportunity to become an MTV Roadie, through an online audition. Previously, Idea had successfully conducted the first season of “Idea Mobile Roadie Challenge”, which was an innovative customer engagement online plus mobile contest.
To participate in “Idea Mobile Roadie Challenge 2.0″, contestants can log on to www.ideastrikeback.com, where they will be greeted by VJ Cyrus Broacha, who conducts the online auditions. To proceed, contestants then need to dial an Idea Cellular number 09990177777 for further instructions. After the call gets connected, contestants are asked questions by Cyrus. To answer, they will need to dial either 1 or 2 on their mobile handset. The unique proposition of this particular site is its ability to integrate the user’s dialed response with the questions and reactions of Cyrus on the website, on a real-time basis. Upon the successful completion of the online audition, users will participate in a second stage – where users are challenged to prove their Roadie credentials by completing seven mobile tasks. Winner will not only win prize money worth Rs. 1 Lakh, but also get an opportunity to perform a final task on the MTV Roadies program.
Commenting on the innovative engagement model, Pradeep Shrivastava, the Chief Marketing Officer of Idea Cellular said, “The ‘Idea Mobile Roadie Challenge 2.0’ is a mélange of mobile and digital platforms coming together to provide users with a virtual experience by auditioning online. We’re glad to partner with Tribal DDB India for this unique initiative. “Idea Mobile Roadie Challenge 2.0″ is the first portal that has utilized two mediums in unison to give users a truly creative online experience.”
Upon the successful completion of the online audition, users can participate in a second stage where they are challenged to prove their Roadie credentials by completing seven mobile tasks. The winner will win prize money worth Rs. 1 Lakh and an opportunity to perform a final task on the MTV Roadies programme.
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| Print article | This entry was posted by Gourav Sharma on January 29, 2010 at 6:53 pm, and is filed under idea. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site. |
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