Tribal DDB enables 'Mobile Roadie Hunt at Idea'

Company Brief

New Delhi, March 9, 2011

Tribal DDB has enabled the third instalment of the 'Mobile Roadie Hunt @ Idea' (www.mobileroadiehunt.com). This follows the same craziness and edge as the TV show, and combines the magic of interactivity on web and technology to being to life a really exciting piece of communication. The viral (www.mobileroadiehunt.com/meetthebrothers) is a really perfect example of how creativity and technology comes together to create something extraordinary.

This website offers users an opportunity to become a Roadie. In order to participate in the contest users have to logon to the website. Once the user logs in, Raghu & Rajiv welcome the user in their unique Roadie style. The user is then asked to logon through his/her Facebook login id. After logging in, Raghu and Rajiv then start analysing the user and his friends on Facebook. Both the brothers analyse the user's friends on the following parameters, honest friend, hot friend, potential lover, admirable friend, avoidable friend, etc. This is really fun as people come to experience what all roadies do on the show. The winner of the task is eligible to win a brand new Karizma Bike and a direct entry into the Roadies Battleground.

Max Hegerman, President, Tribal DDB India, says: "Mobile Roadie Hunt @ Idea demonstrates the immense possibilities that can emerge when technology is used in an interesting, interactive and a fun way. Tribal DDB has yet again created a property that is youthful, innovative and more importantly interactive like Brand Idea.” Mahesh Patil, GM, Marketing, Idea Cellular, says: "Mobile Roadie Hunt @ Idea property has always been innovative and has pushed the envelope when it comes to an online experience. And 'Mobile Roadie Hunt 3.0' has given us the opportunity to tap the social media base which is rapidly increasing not only by numbers, but also in interaction. We're glad to partner with Tribal DDB who have created a property which will set high standards when it comes to social media integration.”

Abhishake Das, creative Director, Tribal DDB India, says: "The brief was to extend the Mobile Roadie Hunt property onto social media and we were more than kicked to explore the most exciting space on digital. Idea has always given us the wings to fly on the digital canvas, and Mobile Roadie Hunt @ Idea has the right amount of everything that is digital and everything that works with our TG.” Saugata Bagchi, AVP, Tribal DDB India, says: "The property itself has gone through an image change, from being eccentric and sarcastic with Cyrus being the face of Roadies last year, to being rough and grungy with Raghu and Rajiv – while still maintaining the hallmark distinct personality associated with the Idea Mobile Roadies over the years. As always, we explored the domain and used technology in a very intelligent way to bring forth the brand and the essence of the roadie property.”

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