Idea Mobile Roadie Challenge back for another season

By afaqs! news bureau , afaqs!, Mumbai | In Digital | January 29, 2010
The Idea Mobile Roadie Challenge is back in its second year; Tribal DDB India has designed the web site for the contest that will allow participants to be a part of the MTV Roadies show and win a cash prize as well

After Idea Mobile Roadie Challenge last year, the online customer engagement programme of Idea Cellular, in association with MTV, is back as Idea Mobile Roadie Challenge 2.0.

The online contest will allow participants to take part in an online audition while the eventual winner will win a cash prize, along with an opportunity to be a part of the current season of MTV Roadies.

Tribal DDB India has designed the website,, for the contest. To participate, contestants will have to log on to the website, where VJ Cyrus Broacha will conduct an online audition. Contestants will then have to dial an Idea Cellular number (09990177777) for a further set of five questions by Broacha. To answer, they will need to dial either one or two on their mobile handsets.

The unique proposition of the site is its ability to integrate the user's dialled response with the questions and Broacha's reactions on the website on a real time basis.

In the next phase, the contestants will have to download an 'Idea Roadie Mobile Pack' as they will be challenged to complete seven mobile tasks. The eventual winner will win the prize money of Rs 1,00,000 and an opportunity to perform a final task on the show.

Commenting on the engagement model, Pradeep Shrivastava, chief marketing officer, Idea Cellular, says, "The contest is a mélange of mobile and digital platforms coming together to provide users with a virtual experience by auditioning online. Idea Mobile Roadie Challenge 2.0 is the first portal that has utilised two media in unison to give users a truly creative online experience.

"The objective was for Idea to actually embed itself into MTV Roadies, rather than being just a sponsor. The property itself has gone through an image change - from being aggressive and in-your-face to being peculiar and sarcastic. Thus, our design and content exudes that tone," says Dinesh Swamy, associate creative director, Tribal DDB India.

Auditions will remain open till February 15, while the tasks shall be spread over a month. The activity shall end eight-six days before the MTV Roadies finale.

While the previous edition of the programme was only for Idea Cellular subscribers, Idea Mobile Roadie Challenge 2.0 will be open for other mobile subscribers as well. However, the contestants will eventually require an Idea connection to be able to participate in the second phase of the contest.

Last year's edition saw 2,50,000 visitors on the website and 40,000 users downloading the Idea Roadie Mobile Pack. The current edition has already garnered about 6,000 site visitors and 2,600 registrations.

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