Download - MTV Roadies 8 Digital Case Study
The Most Explosive Youth Brand in India
Started in 2003
Hosted by Rannvijay since 2004
INDIA’s Most
Popular Show
8 SUCCESSFUL
SEASONS
Call For Entries – Season 8 : September 2010
Campaign Duration Oct 2010
- June 2011
Make an Online Hub for all
MTV Roadies Fans with
Exclusive Content
OBJECTIVES • Make Roadies most-talked Brand
online in India
• India’s Most Engaged Facebook Page
• Gain 2 Million Fans on the Facebook Page
• 10 Million Unique Visits to Roadies Website
• 5 Million Video Views on Roadies Website
STRATEGY Sneak Peeks,
Full Episodes,
Behind the
Scenes,
Gossips &
Exclusive Pics
TAG ‒ YOUR ‒ FRIEND
CONTEST
CONTESTS
SUBMIT A PIC WITH
ROADIES T-SHIRT
CONTEST
UNCENSORED & RAW EPISODES on
WEBSITE & YOUTUBE
LIVE CHAT WITH RAGHU,
Rannvijay & CONTESTANTS
EVERY WEEK
Raghu’s Blog updated Twice a Week
AUDITION VIDEOS VIRALLING ON YOUTUBE
OFFICIAL SCREENING TWEET-UPS
A DAY BEFORE EPISODE TELECAST
ENGAGEMENT
UNMATCHED ENGAGEMENT RATES BY ANY INDIAN BRAND
ON-AIR PROMOTION
RESULTS
IMPACT
• #Roadies trending every Saturday
• #Roadies, Suchit, Anchal & Mohit trending during the
Saturday of the Finale
RATED AS ONE OF FACEBOOK’s
MOST ENGAGING PAGES WITH
EXPLOSIVE GROWTH
BY Allfacebook.com
7 million video views
10 million website views
Won the Best Website in Media Category at Campaign India awards.
BLOGS & PRESS COVERAGE
A
Presenta*on