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Zee Café creates marketing blitz for ‘House of Cards’

MUMBAI: English general entertainment channel Zee Café has put in place a full-fledged digital marketing campaign to generate buzz around ‘House of Cards’ which will kick off on 20 February at 11 pm.

Starring Kevin Spacey and Robin Wright, ‘House of Cards’ is an American political drama about a Democrat who, after getting passed over for the job of Secretary of State, decides to take revenge on those who betrayed him.

A site, www.houseofcards.in, went live on 3 February and has already received over 70,000 hits. Visitors can get exclusive snippets, download original wallpapers, engage in personality tests, and read and share articles from the HOC website. Another new approach taken is the availability of the episodes on the website for online viewing after the original airing on the channel.

Good social media activity and a combination of YouTube, Facebook and Twitter ads, in addition to banners across partner portals, have ensured that the promotions reach out to the relevant audience. Daily buzz is created with smart and sharable content on Facebook, Twitter, YouTube and Instagram. Use of hashtags as a conversation driver, weekly articles on the website and interactive posts on Facebook have generated an overwhelming response from the audience with as much as 50,000+ views on just the articles.

The channel has also placed ads on the professional networking platform LinkedIn, making it the first Indian TV channel to target marketers and media planners via LinkedIn.

Apart from the digital campaign, Zee Café tied up with Comic Con Delhi, where besides the branding at the venue, the attendees were given an exclusive sneak preview of the show with an interactive session following the screening. The channel also sponsored Unmaad, the annual fest of IIM Bangalore where the attendees were exposed to the show’s promos, branding and interactive sessions.

For out-of-home marketing in Mumbai, the channel has also tied up with Bright Outdoor Media. The show’s promos are currently running across multiplex chains (Inox and Fun Cinemas) in Mumbai, Delhi and Bangalore.

Zee Café has also partnered with Cocoberry to launch an exclusive ‘House of Cards’ yogurt flavour called Devious Delights and has taken branding across the Cocoberry stores in Mumbai and Delhi.

A tie-up with Radio Cabs will see around 200 ‘House of Cards’-branded cabs doing the rounds in Mumbai and Delhi. The channel has partnered with Airtel Digital TV for promotions. An SMS reminder will also be sent on the day of the telecast to all the viewers who give a call on the toll-free number 18008331100.

Zee Café executive VP, business head Anurag Bedi said, “‘House of Cards’ is a ground breaking show and there is a lot of buzz and excitement surrounding it. A strong marketing plan gives the required push to create awareness about its launch on the channel. The content has a universal appeal and the viewers here are definitely going to enjoy watching the show.”