Social Media Campaign Review : How Colors TV Crowdsourced the Lyrics of India's Got Talent with #IGTTwitterConcert

It’s raining reality shows! After the maddening seventh season of Bigg Boss, the next show to replace the reality frenzy on Colors TV is none other than India’s Got Talent in its fifth season. IGT has previously showcased the versatile talent in India, and with this season it only promises to get bigger and better.

Considering the recent TRP controversy, social media popularity accounts for the success of shows.

Meanwhile, Colors TV has maintained an aggressive approach in promoting all its shows on digital platforms.

Campaign Strategy and Execution

Colors TV took a different route to create the pre-show buzz for India’s Got Talent. The digital team of the channel came up with a crowd sourcing concept to engage maximum followers in the pre-launch promotions of the show.

Followers of Colors TV on twitter were asked to tweet a line with #IGTTwitterConcert to create an anthem with the lines sent in by contributors. These were compiled and sung by the band, Agnee.

Facebook fans were also asked to join Colors TV on twitter to send in their lyrics.

To gain a better response, popular faces of the channel like Drashti Dhami, Manish Paul, Manish Raisinghani, Sangram Singh, Rashami Desai and other artistes of the channel were roped in.

The contest was open to all followers for two days - 8th and 9th Jan, 2014 - with each handle eligible to send multiple lyrics for #IGTTwitterConcert.

Positives

#IGTTwitterConcert campaign skillfully stuck to the theme of the show, exploring and showcasing Indian talent, with a commoner’s lyrics being used in a viral anthem.

This was further integrated with radio and internet to make the anthem go viral.Thus, it created a public buzz even before the launch of the season.

Scope for Improvement

The contest witnessed many participants complaining of improper scrutiny of their entries and this was one of the few drawbacks. However, this is usually the case with many brands and contests.

The contest was restricted to twitter, so this tweaked options. More platforms like Facebook or mobile apps could have been integrated with more convenience in this approach.

With the resources available, Colors TV can look at more creative experiments with their digital campaigning like this one. Also a campaign with a more transparent judging system will serve the audience well.

Result

In its first crowd sourcing campaign on Twitter, #IGTTwitterConcert gained a marvelous response with thousands of entries pouring in to be a part of the IGT anthem. Two winners were announced after the launch of the video.

Some of these tweets not only spread a word about the upcoming launch of the show, but also made it to the IGT anthem performed by Agnee- the band, which was launched on the 11th of Jan, before the first episode, and further replayed on various radio channels.

Conclusion

Colors TV is emerging as the leading Indian GEC on digital platforms with their aggressive campaigns and interactions for every show.

#IGTTwitterConcert was a brilliant idea, well planned and well executed, to gain the desired response, while living up to the standards of the show, at the same time.

The IGT anthem with crowd sourced lyrics gained over 61k views in 6days on Youtube.