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MTV Bloc Party unleashes mega interactive marketing initiatives

The marketing campaign is largely driven by social and digital media and supported by other media platforms such as radio, print, OOH, television

BestMediaInfo Bureau | Delhi | January 16, 2013

With the onset of the New Year, Mumbai has been numbered with MTV Bloc Party pyramids. These party pyramids invite you to put on your dancing shoes and chase the beat that leads you to MTV Bloc Party on Friday and Saturday, January 18 & 19 at the Juhu Hotel. One ticket that gives you entry into the Juhu bloc into a beer arena serving a host of international brand of beers, beachside sundown dance parties and massive after-parties with 20 best DJs across dance music genre.

Headlining is Alesso, who is also ranked among the top 20 DJs in the world and named as the EDM artist to watch out for by MTV International, and Deniz Koyu along with Opiuo, Simon Dunmore, Jean Elan, Shovell, Cosmo Klein, Mathew Charles, Pearl, Arjun Vagale, Breed, Lost Stories, Nawed Khan, BF, Anish Sood, AFM, Reji and Willy. The event is hosted by MTV’s very own VJ & DJ Nikhil Chinappa and programmed by Submerge.

To heighten the buzz, MTV has engaged in a series of interactive marketing campaigns to bring alive the different facets of MTV Bloc Party. While the mnemonic of the MTV Bloc Party, i.e., the dancing pyramid, is the core of social media initiative, the essence of beer arena is being reflected in exclusive events. The dance energy and party vibe comes to life to artist introduction videos across the media and the pre-parties across the night clubs.

MTV has designed an interactive marketing campaign that allows the fans to get into the party mood a weekend prior to the MTV Bloc Party. MTV has announced a contest that seamlessly integrates the marketing elements and the mnemonic of the property, the dancing pyramid, with an interactive dialogue with the audience to create a social media wave. The social media communication states that MTV Bloc Party pyramids have taken over the city and is looking for party goers and festival campers present at various young hangouts – cafes, malls, multiplexes, cabs, buses, restaurants, magazines, wine shops and even across the streets.

Keeping it simple, MTV has announced an interactive contest on social media that urges the fans to spot the #MTVBlocParty pyramid. Click it. Pic it and tweet it back to win some rare MTV Bloc Party merchandise, artiste meet-and-greet and many more freebies. The social media messaging is also being supplemented by radio communication and TV media, thus ensuring a comprehensive buzz across multimedia. While multiple media vehicles are pushing the “spot the pyramid” messaging, the digital media is being used to drive the interaction and dialogue with the audience.

The MTV Bloc Party pyramids have been strategically placed across the Mumbai city. Special branding across 50 Café Coffee Day outlets helps target youth and similar association has been formed with several leading PVR cinemas to create buzz amongst movie buffs. High-decibel outdoor at vantage points are up and running already; for a city that is always on the move, effective use of transit advertising is important.

MTV has also branded private cabs (Tab Cabs) and AC Volvo buses. AC buses will also run exclusive promos of the MTV Bloc Party and will ferry across high-value city areas like Marine Lines, Colaba, Worli, Prabhadevi, Lokhandwala and Link Road. On ground party walkers with a lit slide on their back and accessorized to the toe with funky MTV Bloc Party hats, glasses and ties do rounds of hangouts and high-traffic areas of the city, distributing invitations for the party. The campaign is also visible at prime night clubs with special lit installations.

MTV further extends an exclusive opportunity to young music fans to get their moment of fame with their favourite artiste on the MTV platform. MTV is looking out for two most crazy fans of the #MTVBlocParty headliners Alesso and Deniz Koyu who would be given a never before chance to host the backstage video diaries along with VJ Nikhil Chinapa. The winners of this #MTVBlocParty Backstage Video Diaries contest get to capture, record and document all the backstage action and host the video diaries along with VJ Nikhil Chinapa. The videos will be shared on MTV social media platform, reaching out to millions of fans.

In addition, MTV is also hosted an exclusive Beer Discovery event at the The Pint Room in Bandra as a prelude to the beer arena on Saturday at the MTV Bloc Party. This exclusive privilege was up for grabs for beer connoisseurs through an interactive social media contest around beer trivia. Besides being the chosen ones to enjoy an assortment of international range of ales and lagers, this exclusive event offered one beer drinking guides, tasting notes and facts that only the brew-masters best friend might know.

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