Idea Cellular, MTV launch 'Idea Mobile Roadie Challenge 2.0'

Idea Cellular, in association with MTV India has launched a contest titled 'Idea Mobile Roadie Challenge 2.0'. Through this initiative, Idea and MTV aim to give Internet users across the country a chance to become an MTV Roadie.

Commenting on the engagement, Pradeep Shrivastava, chief marketing officer, Idea Cellular said, “The ‘Idea Mobile Roadie Challenge 2.0’ is a mélange of mobile and digital platforms coming together to provide users with a virtual experience by auditioning online. We’re glad to partner with Tribal DDB India for this unique initiative. “Idea Mobile Roadie Challenge 2.0” is the first portal that has utilized two mediums in unison to give users a truly creative online experience.”

Added Max Hegerman, president, Tribal DDB India, “We are very excited about this creative idea. The direct and instantaneous connection between web and mobile is dramatic and powerful - and a great model for building brand engagement.”

Said Dinesh Swamy, associate creative director, Tribal DDB India, “The objective was for Idea to actually embed itself into MTV Roadies, rather than being just a sponsor. The property itself has gone through an image change, from being aggressive and in-your-face to being peculiar and sarcastic. Thus, our design and content exudes that tone. “Idea Mobile Roadie Challenge 2.0” demonstrates what the integration of mediums can do.”

To participate in the contest, contestants can log on to www.ideastrikeback.com, where they will be greeted by VJ Cyrus Broacha who conducts the online auditions. To proceed, contestants then need to dial an Idea Cellular number (09990177777) for further instructions. After the call gets connected, contestants are asked questions by Cyrus. To answer, they will need to dial either 1 or 2 on their mobile handset.

The website bases itself on its ability to integrate the user’s dialed response with the questions and reactions of Broacha on the website, on a real-time basis.

Hegerman says, that Idea wanted the Idea Mobile Roadie Challenge 2.0 to be an interactive online platform that engaged the target audience. "They wanted users to have a virtual audition experience. Also, Cyrus was on board, so we needed to adapt our creative tone accordingly," he says.

Upon the successful completion of the online audition, users can participate in a second stage where they are challenged to prove their Roadie credentials by completing seven mobile tasks. The winner will win prize money worth Rs. 1 Lakh and an opportunity to perform a final task on the MTV Roadies programme.

Hegerman moves on to explain this year's digital initiative vis-a-vis last year's. "The whole tone of MTV Roadies had gone under a transformation. This year the personality presenting the program is Cyrus, thus our creative approach changed (in terms of tone and attitude). Compared to last year, Idea Mobile Roadie Challenge 2.0 is far more interactive and user engaging. We have successfully merged the mediums of telecom and digital to provide a virtual experience like never before."

Tribal DDB India says that approximately 5700 visitors and 2500 registrations have been recorded since the time the property went live.

"In addition, our audience was pleasantly surprised to see Cyrus conduct their audition. The real- time integration of mobile and internet has provided users a real audition experience and the response we are getting makes us believe that users are finding it quite exciting," Hegerman says.