Launches unique Facebook app to engage gossipmongers; lines up on-ground activities
BestMediaInfo Bureau | Delhi | March 14, 2013
ZCafé has chalked out an extensive marketing campaign to promote its latest property, Gossip Girl. The channel has lined up an extensive on-ground and online campaign, targeting females in all major metros for the fifth and sixth season of the show which premiered yesterday at 10 PM.
In order to increase visibility, the campaign has been splashed across all markets through hoardings, spots in top fashion magazines, wicked on-air promos, witty standees in malls and multiplexes along with a unique digital campaign.
The channel has come up with an interesting and fun Facebook app to hook youngsters (Females SEC AB, 15-24 years). The app reveals secrets about an individual’s Facebook friends, colleagues and family members. The user has to simply enter his/her friend’s name and ‘Gossip Girl’ herself will reveal a secret. Users can then share this scandalous piece of gossip on their Facebook walls and Twitter and the rest of their friends can start commenting on the posts and tweets. The idea behind this crazy app is to start up conversations and engage all Facebook addicts in harmless gossips that will get generated via the app.
In order to build on-ground connect with viewers, ZCafé is throwing exclusive ‘Girls Night Out’ parties at Hard Rock Cafe in Mumbai on March 18 and Delhi on March 29. This event is going to be an “invites only” affair.
For all ‘Gossip Girl’ buffs, the channel has partnered with Juice Salon across all outlets in Mumbai where they can get the Serena and Blair look (leads of the show).
The channel has got on board L’Oreal as the presenting sponsor for the show while Yebhi.com has been roped in as the co- presenting sponsor. For high perceptibility, all youth sites like Bookmyshow, Burrrp.com, In.com and Mumbai Boss have been targeted. In.com has adapted the look and feel of the show to perk up the gallery section of their site while Burrrp.com is giving away attractive Gossip Girl merchandise to its consumers.
Business head Zee Niche channels, Anurag Bedi, said, “Gossip Girl is one of the most loved shows amongst younger audiences in India and we at Zee Café are delighted to bring the latest seasons of this cult show to them. Our young viewers are in for a treat as this season includes the much awaited series finale. Our endeavour is to continue to offer bigger shows, bigger formats and the newest and latest of international content and with the final seasons of gossip girl we continue to do so.”