Cinema, the 24 hour movie channel of Zee Entertainment Ltd, has launched an online game to promote its Shanivaar Ki Raat Sitaron Ke Saath property, which showcases new Bollywood films at 8pm on Saturday.
This is the first time that Zee Cinema is using an online game to promote a particular time band on the channel. It has employed other online marketing formats to promote the Zee Cinema brand earlier.
For instance, when a cluster containing the pictures of Shahid Kapur and Kareena Kapoor appears in the sky, compartments with titles such as Pardes, Jab We Met and Mr India begin moving in the opposite direction. The player has to click on the Shahid Kapur-Kareena Kapoor cluster when the Jab We Met compartment arrives and drop the cluster on the compartment to earn points. If the cluster falls on the wrong compartment, no points are earned.
Speaking to afaqs!, Mohan Gopinath, business head, Zee Cinema, says, "Shanivaar Ki Raat Sitaron Ke Saath is one of the successful time bands in the last four years and that's the main reason we have started promoting this time band through online marketing. We opted for an online game because it is a popular format for online marketing and can easily help us to position the time band in the minds of viewers."
He adds, "We are promoting the game through our own channel and using word of mouth advertising to get it traffic." Search marketing will also be started to promote the game.