The interactive campaign takes experiential advertising to a whole new level with innovative ambient activation and unique music app
BestMediaInfo Bureau | Mumbai | August 29, 2013
Travel and lifestyle channel Fox Traveller has launched an interactive campaign to bring alive the essence of their new music based travel show ‘SoundTrek’ produced by blueFROG. The 360-degree marketing campaign includes innovative initiatives that build a direct connect to the show. With the campaign, Fox Traveller has redefined experiential advertising. The show, SoundTrek, goes on air from today, and will air every Thursday and Friday night at10 PM.
The channel has undertaken an innovative ambient activation in Delhi and Mumbai. The activation works on augmented reality, wherein when a person walks by a specified area, the floor starts making music. No wonder, mall hoppers in Delhi and Mumbai were in for a surprise when suddenly their steps started making music as they walked in the mall! The activity was supported by fun flash mob activation, wherein a group of youngsters created a melody by dancing on the ‘right’ keys at the specified area in the malls.
To take the excitement quotient a notch up for the new show, Fox Traveller and blueFROG hosted a special pre-launch party, ‘SoundTrek Night’, at blueFROG Delhi and Mumbai. The SoundTrek nights featured artistes from the show Parikrama, Midival Punditz, Ankur Tewari and Hari & Sukhmani, who performed their recreated hit songs live, giving the youth a taste of what’s in store on the show.
Bringing the concept of the show alive, Fox Traveller had also launched an innovative contest called Jampad on 95 FM. The RJ invited amateur bands to perform with him on radio. Three bands were shortlisted, who then performed live on radio. Basis listener votes, one lucky winner got the opportunity to be the opening act for the famous musicians at the SoundTrek Night.
Leveraging the digital medium, the channel also launched a fun music app, ‘Slam & Jam your way to Goa’, wherein Facebook users can sing on top of preloaded tunes. They can simply choose a track to sing on from a list of songs. Once they are done singing, the song will be converted immediately for the user to share back with his friends. The user song with the maximum likes will win couple tickets to India Bike Week in Goa in January.
Debarpita Banerjee, VP - Marketing, Fox International Channels said, “We are extremely excited about the activations we are undertaking as part of our launch campaign for SoundTrek. The show promises to be a visual and melodious treat for music and travel buffs alike. It is this value proposition that we are bringing alive through the various activations. We have received great consumer response and are confident this interactive promotion will translate into increased viewership for the show, when it goes on air this Thursday.”
Fox Traveller is leveraging its own network comprising Fox Traveller, Fox Traveller HD, National Geographic Channel, National Geographic Channel HD, Star World, Star World HD, Star Movie and Star Movie HD to promote SoundTrek on air with promos, bugs and aston bands
Fox Traveller will take over all key stations across Delhi, Mumbai and Kolkata on the day of the telecast (August 29). There will be a complete roadblock on Red FM today. On the day of the telecast, whenever someone watches any video on YouTube, they will have to first see SoundTrek promo. SoundTrek banner and promo placements will be run across top online networks like Times and Google, etc., while the audio promo placement will be run on Gaana.com