MTV India Markets Roadies on Orkut

MTV has taken a unique approach to keep the buzz around its hugely popular show Roadies alive until it returns for its next season. MTV has...

MTV has taken a unique approach to keep the buzz around its hugely popular show Roadies alive until it returns for its next season. MTV has decided to make use of Social Media marketing and is using the Orkut community MTV Roadies Battleground to create an Online Contest which is similar to the show's TV version. Anyone who wants to participate and take the challenges is required to register with the Orkut community and download a Roadies interactive application called Sony Ericsson MTV Roadies Battleground.As in the offline version, participants in the online Roadies contest will have to clear various levels. And in each level, the participants will be assigned some adventurous tasks which they have to perform to stay in the contest. Online voting will be used to retain or remove a participant from the contest. The community already boasts of nearly 1.7 lakh members now.
MTV India has been very active with the use of Social Media and has been interacting with its core youth audience on both Facebook and Orkut and last year Orkut was voted a youth icon by MTV viewers beating the likes of Abhishek Bachchan. This also marks the first time we are seeing use of Orkut applications in a more interactive way by brands which is one of the ways Google is thinking of monetizing Orkut. (via afaqs)
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Orkut as a means of Youth Marketing in India
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