Colors Infinity’s ‘BFFs With Vogue’ gets marketing push to boost reach, engagement

MUMBAI: Viacom18’s English Entertainment channel Colors Infinity is doing a marketing initiative to push its latest homegrown show – ‘Jeep presents BFFs With Vogue powered by’. In order to amplify reach and prominence for the celebrity-based chat-show, the channel said that it has looked to push the envelope beyond conventional marketing and promotional activities that include a host of innovations.

The broadcaster launched ‘The BFF Quiz’ – a pioneering Amazon Alexa voice skill for the show. Users can enable the skill by just saying “Alexa, open BFF Quiz!”. Voiced by the show’s host Neha Dhupia, the skill enables users to engage with their Alexa device on the latest gossip from the show as well as win vouchers of Amazon Pay by playing an elementary Yes or No quiz every week.

Viacom18 head of marketing – Youth, Music, and English Entertainment Navin Shenoy said, “At Colors Infinity, we’re constantly driven to exceed our efforts beyond industry standards and benchmarks set by ourselves at the onset of every campaign. Bringing together the advanced technology of Alexa with the essence of our show – BFFs With Vogue is a prime example of innovation that boosts the engagement on the show.”

Amazon India country manager Alexa Skills Dilip R.S.said, “The Alexa skill of BFFs with Vogue is a great example of how TV networks can bring original, fun experiences on voice to their viewers. Incentivising users to win rewards via engagement with their skill also adds an interesting challenge to the skill experience while gratifying users and building visibility for their show.”

The broadcaster recreated an AR/VR-version of Neha’s cozy and exclusive loft for BFFs With Vogue, that gives viewers a life-sized virtual step-in tour to the loft. Further magnifying the interaction, virtual visitors can navigate to various hotspots to find videos, trivia, weekly customized clue-hunt games and other elements hidden behind the iconic artifacts in the loft.

Navin Shenoy, further added, “Through the AR/VR experience, we’re giving fans an exclusive peek into the Loft that they watch on-screen in every episode but cannot visit. For an interactive chat-show, engaging viewers innovatively is a very important aspect of our promotional plans to garner maximum eyeballs for the show.”

Complementing the extensive ATL campaign that included multi-city Outdoor and Radio promotions, the broadcaster also leveraged its Campus Inc. programme to tap the oversized network by devising a series of enjoyable tasks that required college-going BFFs to complete 14 original & unusual tasks within 14 days to win exciting merchandise and gifts like laptops, mobile phones and many more valuable prizes.

The tasks led to a torrent of entries from various colleges across the country. Furthermore, the channel also curated a series of BFF-workshops at various venues to celebrate Food, Fitness, and Art with one’s BFF.

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