Location Based Marketing campaign Solution for STAR TV by TELiBRAHMA
INTRODUCTION
TELiBRAHMA is an acknowledged brand for contextual mobile marketing and advertising. Star network tied up with TELiBRAHMA to enhance its reach and promote their new programs in their prime channels like Star Plus, Star Movies, Star Gold, Channel [V] and Life OK. Followers of Star channels would get access to trailers and promos of these shows. The campaign was powered by BUZZ, that enables location based services to consumers’ mobile and engage them through information and entertainment available for the given location by asking them to turn on Bluetooth or connect to Wi-Fi.
LOCATION BASED ADVERTISING
While building an app or a banner ad with a target page was an option there were serious challenges in terms of distributing the application, ensuring superior experience in low bandwidth networks or even ensuring a good brand feel. Instead of this strategy, a new strategy that integrates both reach and delivery was adapted. We built an exclusive channel on mobile for Star TV and delivered it to consumers connecting to public Wi-Fi hotspots across the country. All the contents delivered were cached locally at the hotspots to deliver a video experience that was never like before. Experiences would cost zero investment by the clients as there was no bandwidth / airtime cost involved.
CAMPAIGN
Consumers connecting to public hotspots in leading malls/coffee chains, were shown a star channel widget when they opened the browser. On selecting the widgets, consumers would be shown a dedicated brand channel. On the channel they could see videos and trailers from multiple programs running on star network. Based on the location and time, content on the channel was varied to ensure relevancy. Users connecting for the second time were shown different content leveraging retargeting in a relevant way. With all the content being video, consumer experience and interfaces were well taken care of. Users liking a program could set the calendar based on the time of telecast. As the new programs were launched brand could redefine the engagements and the content. This ensured freshness and a better brand feel.
SIGNIFICANCE OF CAMPAIGN
•1.1M + unique users have engaged over 6 months with an average of 5.2 views during the campaign period;
•Each session lasted for 6.5 minutes with virtually zero networks waiting time.
•During the period more than 110 different brand contents were delivered over the channel for 15 different programs
ABOUT TELIBRAHMA
TELiBRAHMA is a prominent player in the mobile marketing and advertising solutions space. Since 2008, the company has been focusing on creative solutions in mobile applications based marketing and provided support to many industries and advertising media with the help of internet and mobile phones technology. TELiBRAHMA is a well known partner of many promotional campaigns and has successfully delivered customized marketing and advertising solutions to a large base of satisfied clients across the world. The service provided by Telibrahma, especially in the augmented reality platform, Buzz, Brand club speaks volumes, about its innovative and creative expertise.
For more detail visit http://www.telibrahma.com/
About the Author
A Commerce Graduate from Bangalore University, started career in communications with Vaishnavi Corporate Communications. Anjan Jayasimha has over 7 years of work experience in the PR industry.
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