The channel has put in place a digital marketing campaign across all social media platforms. It has also tied up with Radio Cabs and Airtel DTH to promote the film, besides creating a website for House of Cards India
BestMediaInfo Bureau | Mumbai | February 18, 2014
The American political drama ‘House of Cards’ is all set for its Indian television premiere on February 20 at 11 PM on Zee Café. Starring Academy Award winner Kevin Spacey as the protagonist along with Golden Globe winner Robin Wright, the show is helmed by noted American playwright and screenwriter, Beau Willimon, with Hollywood bigwig David Fincher of ‘Fight Club’ and ‘The Social Network’ fame on board as one of the executive producers.
Zee Cafe has put in place an innovative digital marketing campaign to generate buzz across all social media platforms. The channel created an exclusive website for House of Cards India (www.houseofcards.in) which went live on February 3 and has received 70,000+ hits already. Visitors can get exclusive snippets, download original wallpapers, engage in personality tests and read and share articles from the HOC website.
Another new approach taken is the availability of the episodes on the website for online viewing, post the original airing on the channel. Backed by a strong social media push and a combination of YouTube, Facebook and Twitter ads along with banners across partner portals has ensured that the promotions reach out to a relevant audience. Daily buzz is created with smart and sharable content on Facebook, Twitter, YouTube and Instagram. Use of hashtags as a conversation driver, weekly articles on the website and interactive posts on Facebook have received an overwhelming response with as many as 50,000+ views on just the articles (http://houseofcards.in/read.php).
Zee Café also placed ads on the professional networking platform LinkedIn, making it the first Indian TV channel to target marketers and media planners via Linkedin.
In addition to the exhaustive digital campaign, Zee Café tied up with Comic Con Delhi, where besides the branding at the venue, the attendees were given an exclusive sneak preview of the show with an interactive session post the screening. The channel also sponsored ‘Unmaad’, the annual fest of IIM-Bangalore where attendees were exposed to the show’s promos, branding and interactive sessions.
The channel tied up with Bright Outdoor for an outdoor campaign in Mumbai. The show’s promos are currently running across multiplex chains (INOX and Fun Cinemas) in Mumbai, Delhi and Bangalore. Zee Café has also partnered with Cocoberry to launch an exclusive House of Cards yogurt flavour, ‘Devious Delights’, and has taken branding across Cocoberry stores in Mumbai and Delhi.
A tie-up with Radio Cabs will see around 200 cabs branded with House of Cards doing the rounds in Mumbai and Delhi. Zee Café has partnered with Airtel DTH for promotions. An SMS reminder will also be sent on the day of the telecast to all viewers who give a call on the toll free number 18008331100.
Anurag Bedi; Executive VP and Business Head, Zee Café, said, “House Of Cards is a ground-breaking show and there is a lot of buzz and excitement surrounding it. A strong marketing plan gives the required push to create awareness about its launch on the channel. The content has a universal appeal and the viewers here are definitely going to enjoy watching the show.”