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IFRA XMA Cross Media Awards 2009 |
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Company: Mid-Day Multimedia Ltd |
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Project name: MiD DAY My Reviews Contest |
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General information about the publication |
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MiD DAY India’s No. 1 Afternooner has been connecting and Engaging with the Young Urban Mobile Professionals across India (YUMPIs ) since the last 29 years.
Mid DAY has moulded itself to be the afternoon newspaper of choice for the YUMPI while the YUMPI is on the move going about their daily business.
Since the last year MiD DAY had intensified its mission in engaging with YUMPIs through its positioning of Make Work Fun. |
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Entry description |
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The key goal of this event was to drive unique visitors to the mid day website. |
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The basic idea of your cross-media design |
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Corporate professionals today not only keep long hours at work, but also have to endure high stress levels at work. Thus they are constantly on the lookout for a much-
needed Break during working hours.
Not only has MiD DAY always been the stress-reliever, but also a hugely welcome break for corporates in the middle of their stressful workday, thanks to its engaging content mix of local / latest news, Fun Guide and Bollywood listings among other offerings.
Perhaps what was missing was the MiD DAY live brand experience of Making Work Fun for it’s target audience.
Mid-day.com had just been recently launched and the endeavor had been to make it popular with our loyal newspaper readers.
We launched a contest across Mumbai, Delhi, Bangalore & Pune in context to the What’s On section in MiD DAY. This popular section reviews restaurants and pubs regularly and help readers choose their place of party or dine with information on the best deals.
So we launched the ‘My Reviews Contest’ wherein the participants had to log on and post their review on a restaurant or pub based on Ambience, service quality, food quality & quantity & value for money. Depending on the quality of the review, the winner was chosen by the editor of What’s On section and were handed out meal/Pub vouchers worth Rs. 1000/- for a restaurant. Total of 400 Vouchers of Rs. 1,000 each were given out across the 4 cities. What’s more the best reviews were also covered in What’s on section. This contest was promoted through Print, radio, Online and on-ground promotion as well. |
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Used media channels |
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