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Total Football @ Malayala Manorama
Malayala Manorama is one of the leading media houses in India and a pioneer in its field. In this era of media convergence, we recognise that today’s consumer has access to a whole spectrum of media services. We also understand that cross promotion among our media vehicles is central to providing the user with the best and complete media experience, and our innovative media activities during the FIFA 2006 World Cup bear testimony to the fact.
Cross media pitch
The comprehensive coverage of the tournament and game analysis on the Malayala Manorama Newspaper laid the groundwork for our innovative media plan. Readers were directed to the site through promo modules and sports page pointers inserted at relevant locations throughout the Newspaper. The Website provided interactive content and user participation through live updates, user reviews and downloads. The Newspaper invited opinion polls through the Mobile media, using SMS. The results of such polls and contests were declared through the Newspaper and the Website. The response message for SMS entries also contained references to the Newspaper and Website.
Contextual promos
The promos that were run on the Newspaper related to the matches scheduled for that day, offering users with wallpaper downloads, star players for the day and group standings. These targeted promotional modules increased the relevance of the content on all our media, providing users with control over what he sees and where he chooses to do it.
Contest promotions
User contests were also held in association with the World Cup. These included:
Prediction Contest, sponsored by Hyundai, an Official Partner of FIFA 2006 World Cup (Medium: Newspaper, Website and Offline dealers)
LG - Golden Boot Contest (Medium: Newspaper and SMS)
Coming full circle
The Newspaper provided in-depth coverage of the tournament through twin issues, reaching a wide audience. Readers of the Newspaper were persuaded to visit the Website through promos and pointers, where the element of interaction was added to the media experience. User generated content and reader participation enabled us to monitor the users' interests and modify our content focus accordingly. Both Newspaper and Website promoted the Mobile SMS medium, assuring excellent response to contests , the results of which were announced through the former. Thus, our unique offering during the World Cup ensured that the focus of our media efforts were on the ultimate customer, the reader. |