afaqs!

Tintin on a promotional adventure

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | September 17, 2012
Sony Pix has launched a 360-degree promotional campaign to give an adventurous experience to its viewers by engaging them with on-ground activities and online games.

Tintin is all about adventure, thrill and suspense, and readers of this popular comic series are quite familiar with the excitement. When the character was extended to movies, it became an instant hit, too. Now, Sony Pix plans to bring the same experience on television sets at home. The channel has brought The Adventures of Tintin: The Secret of the Unicorn as the movie of the year, to be showcased on September 16.

Tintin

To give the consumers a feel of the adventures of Tintin, Pix has executed several on-ground activations, along with promotions on outdoor, digital and print media.

As a part of the campaign, the channel organised an inter-college on-ground treasure hunt activity in Mumbai, wherein 15 groups of students from various colleges participated. Each group comprised of four students and they were given a task to hunt for a treasure. The activity was held on September 13. The participating colleges included Jai Hind College, H R College, K C College, St. Xaviers, College, Sydenham College, Wilson College, Sophia College, Elphiston College, Lala Lajpatrai College and Sir J J College of Arts.

Painting competitions were also organised on September 11 at the Oxford Book Store in Kolkata and at Sukrupa NGO in Bengaluru.

Other promotional activities included participation in the well-known Comic Con Fest held at Bengaluru. Pix has also partnered with the Crossword chain in Mumbai, Delhi and Kolkata, and Spencers in Mumbai. Malls like Inorbit and Nirmal Lifestyle, too, contributed to build curiosity and create an engagement platform for the movie.

Himmat Butalia

On radio, RJ mentions created hype for the movie and its characters. The outdoor campaign to promote the movie began on September 7 across Mumbai, Delhi and Bengaluru.

On the digital front, the channel has created two Tintin online games - one an adventure game where one has to go places in a virtual ship and look out for various things. The other one is a question and answer-based game which comprises of questions about Tintin. The games are available at http://www.pixtelevision.com/games/tintin2/ and http://www.pixtelevision.com/games/tintin/deploy.

Himmat Butalia, marketing head, Pix, says, "This initiative is a first-of-its-kind in not just connecting with younger audiences but also creating an extension of the premise of 'The Adventures of Tintin - The Secret of the Unicorn'. We aim to communicate with all age groups, give the real thrilling experience and engage them with the Tintin adventures."

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