IDEA, MTV partner to develop Roadies on mobile, web

IDEA Cellular is partnering with MTV Roadies to launch the 'IDEA Mobile Roadie Challenge,' in an attempt to create a mobile customer engagement program. The IDEA Mobile VAS Contest has been developed by OnMobile and the IDEA Roadies website has been developed by Tribal DDB, along the lines of the TV show, and will incorporate the voice of the show's judge Raghu Ram.

IDEA subscribers will have the chance of competing for the title of 'Mobile Roadie' and win a cash prize of Rs. 1 Lakh. Nine other finalists will win a cash prize of Rs. 5,000 each. The idea behind the mobile application was to re-create the Roadies' experience, virtually. The mobile version of the game offers tasks, similar to those given to the Roadies' contestants on the TV show. In an attempt to ensure optimal participation from customers, IDEA has integrated user experience across Web and Mobile functions. To initiate the gaming process, an interactive zone for Roadies has been hosted on the IDEA website at www.ideacellular.com/roadies. 

Pradeep Shrivastava, chief marketing officer, IDEA Cellular, said, "This epitomizes our strength in offering innovative Value Added Services with rich content on mobile. We will continue to expand and tap the burgeoning VAS market in the Indian telephony sector".
Users who log on to the contest, are challenged by show judge Raghu to prove their Roadie credentials, through a task put up on the website, in the form of a Game. Within minutes of attempting the game, IDEA subscribers get a call in Raghu's voice on their phone asking them to participate in the Challenge by subscribing to the VAS contest. The user gets a real-time call in Raghu's voice, after playing the game on the IDEA website. 
IDEA subscribers can also participate by calling 55456341 or SMS 'ROADIES' to 55456.  The 'Call for Entries' is open to IDEA subscribers till February 7. The contest will begin from February 13, 2009 and end in March 2009.