Indore experiences sliding fun with NaiDunia 'Slide & Ladder'

Media News

Indore, July 7, 2010

For past month and half, the mornings of Indore were abuzz with Yes, Mera Number Aa Gaya. No, it wasnt a new mobile number nor any lottery or a ticket queue; it was number of the dice to move further in the thrilling 'Slide & Ladder' game introduced by NaiDunia in Indore city.

Launched with a bang after an awe inspiring teaser campaign, the interactive game witnessed participation in thousands among all age groups. "It was an outstanding success, much more than what we had expected", said Debu Mishra, Vice President- Sales & Development, NaiDunia Media. "It was probably for the first time that such a game was introduced as a reader engagement activity by any Hindi daily, which promised of big gifts that too within 30 days", added Mishra.

Those who reached the final square on the point 100 got gifts like Color Televisions with DTH connection, Microwave Ovens, Mobile Phones. Others were treated with gift hampers of various products. The game was promoted extensively through every platform including print, outdoor, radio and live show. The teaser and revealer campaign ran simultaneously in Print (NaiDunia), Radio (Radio Mirchi, Big FM and Red FM) and 30 Hoardings across the city. The creative was changed daily in print and outdoor during the four days teaser campaign and so was the radio spot that changed daily on all three stations. The initial campaign generated a huge demand for the Slide & Ladder board published in NaiDunia. Alike the traditional Snakes & Ladders game, the participants had to move forward in their games on basis of the number of dice which was printed daily on front page of NaiDunia.

During the course of the game, Slide & Ladder Live was also introduced, wherein two floats moved across the city and invited passersby and residents of that location to play the game and win attractive prizes then and there. This boosted the craze further and helped in reaching out to non-readers as well.

"The response from readers was overwhelming. It also helped us to reach out and interact with non-readers. Conversion was not intended, but we garnered thousands of new readers also. Since the day game ended, our call centre was flooded with inquiries about next round of the game, especially from those who could not make it up to the top. Looking at the persistent demand, we are launching Slide & Ladder 2 by this weekend. We are sure it would outdo the success of last round", affirmed Mishra.

For further information, please contact:

NaiDunia

Ashish Chaturvedi

Mobile: +919999631111

Email: ashish.chaturvedi@naidunia.com