In a first-of-its-kind digital marketing initiative, the video on-demand platform placed an ad on YouTube where one could interact with the advertisement. The core idea was to showcase the variety of content from the vast catalogue of over 20,000 hours spread across genres, in a fun-filled manner
BestMediaInfo Bureau | Mumbai | June 20, 2016
As part of its disruption marketing campaign, video on-demand platform Voot for its latest digital initiative partnered with Google to do a global innovation on June 17. The over-the-top player placed an ad on YouTube where one could interact with the advertisement.
The ad first prompted the viewer to scroll down to choose a genre. Then it promoted one to scratch a particular genre to view a trailer on a small mobile screen in the ad. This way, one could see small trailers of content available on Voot. One could also navigate to the website and the Google Play store to download the app.
The core idea behind the innovation was to showcase the wide variety of quality content from the vast catalogue of over 20,000 hours spread across genres, in a fun-filled and an engaging manner.
When people logged onto YouTube on June 17, they got to interact with the masthead on the desktop screen. The innovation on the masthead literally acted as a guide to the user to play with it and discover the range of content available on Voot. It had the potential to keep the user engaged for a long time.
Both the teams at Voot and YouTube worked for several weeks to create this new experience for consumers at large.
Speaking about this association, Vikas Agnihotri, Industry Director, Google India, said, “For brand marketers YouTube is akin to the front page of the Internet. In addition to unparalleled reach, YouTube’s inherent storytelling capability allows brands to deeply engage consumers and take them on a journey with them. We are excited about this first-of-its-kind campaign with Voot, as it instantly grabs the attention of the audience and is a great example of our teams coming together to create campaigns that truly break through.”
Talking on the digital innovation for brand VOOT, Akash Banerji, Vice President, Marketing and Partnerships, Viacom18 Digital Ventures, said, “Marketing in the digital world and more importantly for a digital brand is all about shedding conventional ideas and trying out newer ways to create impact. That has really been the philosophy behind the Voot launch campaigns on digital and social media platforms. This ‘scratch to reveal innovation’ is one such example of creating high impact, clutter breaking ideas and we are delighted to have partnered with Google (You Tube) to do a ‘global first’ ad of this nature. The innovation beautifully delivers the objective of engaging consumers and getting them to experience the width of high quality content available on Voot. It reinstates Voot’s brand promise of –ek baar watching toh non-stop wanting!”