CASE STUDY: SonyTVAsia Filmfare Awards Competition for UK viewer
Provided by MSM Asia Ltd
Sony TV Asia created a unique competition experience for two UK viewers to attend India's Filmfare Awards courtesy of Air India
What was the Challenge / Background of the Campaign?
Sony TV Asia created a unique competition experience for two UK viewers to attend India's 59th Filmfare Awards courtesy of Air India. The competition was created to celebrate the prestigious awards across the Sony network which invited the audience to participate in their chance to win a unique festival experience.
What was the Campaign Objective?
To create a once in a lifetime experience for two lucky UK viewers to celebrate India's 59th Filmfare Awards in association with Air India. They also wanted to drive people to their website using a competition mechanic promoted across Sony TV Asia driving people to the microsite by driving entries to the Sony TV Asia/ Air India branded microsite.
What was the Solution?
In partnership with Air India, Sony TV Asia created a unique competition which would give their audience the chance to win a 'Trip to 59th Filmfare Awards.' The cross platform competition was promoted across the Sony Network over 9 days in January 2014, driving people to answer the competition online on an Air India branded Sony TV Asia microsite. The competition prize gave one lucky winner + partner business class return flights from London to Mumbai, accommodation at the JW Marriott Hotel in Mumbai and attend the prestigious Filmfare Awards on 23rd January 2014.
What were the Results?
The competition ran over 9 days, creating awareness of the Filmfare Festival, driving brand engagement & competition entries.
"Talking about the event it was Excellent!! Starting with the pre party to the after party, food was delicious and atmosphere was great. Seeing the stars so closely walking past you was a once in a lifetime experience!I Thank you Sony Asia for this prize and I will always keep watching Sony for their excellent shows (Bade Ache Lagte Hai - my favourite) and to enter more competitions like these!
Thank You, Mansi Thakkar"
What were the Key Learnings of this Campaign?
A competition is a great way to drive brand awareness and messages to your target audience. Competitions create user engagement with the brand, thus creating brand loyalty. Using a cross platform competition we were able to promote the brand messages across our TV network, online and email components. We collated relevant and up-to-date data, providing us and our partners with the opportunity to continue talking to the engaged audience post competition.