


	IFRA XMA Cross Media Awards 2009





	Company: Mid-Day Multimedia Ltd
	Project name: MiD DAY - Meet n Greet with Jethro Tull & Anoushka Shankar - Online contest





	General information about the publication

	MiD DAY India’s No. 1 Afternooner has been connecting and Engaging with the Young Urban Mobile Professionals across India (YUMPIs ) since the last 30 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.

	Entry description

	The key goal of this event was to drive unique visitors to the mid day website.

	The basic idea of your cross-media design

	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 has just been recently launched and the endeavor has been to make it popular with our loyal newspaper readers. Further MiD DAY as a brand needs to have associations with Premium other brands. To Engage and Connect with SEC A Audiences on an on going basis. We tied up with international artists The Jethro Tull & Anoushka Shankar Concert to be held in Mumbai , Delhi & Bangalore. Once on board as print partners we launched an online contest - “Meet n Greet with Jethro Tull & Anoushka Shankar”. Participants had to log onto mid-day.com and answer a simple question on Jethro Tull & Anoushkar to win a chance to meet their favorite bands backstage. The contest was on for 10 days. Also 100 winners across 3 cities would be winning Diamond and Platinum concert passes. We also had extensive branding at the concert venues and the MiD DAY Brand TVC was played.

	Used media channels


	Newspaper		Event(s)

	Online		Radio

The implementation

This property was implemented in Nov 08. A marketing dept. initiative .
The ads in the newspaper and radio drives the contestants to visit the website and participate in the contest. The winners then win passes for the concert and also a chance to meet their favorite artisits backstage.
The photographs of the winners along with the artisits were then carried in the next days paper.

Image(s)

Half page Contest ad.jpg (254 KB)

Mid Day Jethro Tull - Radio Spot.mp3 (943 KB)

IMG_1259.jpg (1876 KB)

Links

www.mid-day.com

Results of the design & branding implementation

We got 4000 plus unique entries. This tie up apart from getting eyeballs to our website also created a massive buzz amongst Trade and MiD DAY Readers. The best part of the deal was that we achieved all of this without spending precious marketing monies.
Also backstage we made winners meet the artists which again created buzz across our TG of Corporate Executives.