India’s wildly popular MTV “Hero Honda” Roadies emulates the tried-and-true reality genre that has existed in some form almost from the get-go in television programming. Now in its eighth season on MTV, the youth-based show—with multi-lingual participants conversing in a mélange of Hindi and English—has expanded beyond the borders of India to encompass seasons in Thailand, Malaysia, Australia, Africa, and, most recently, South America. When MTV wants to pique interest and engender buzz about the latest series, they now turn confidently to Google AdMob—one of the world’s largest mobile-advertising networks—to reach their core show audience of 18 to 24 year olds.
AdMob reaches the roadie
Roadies’ Gen Y version features a mismatched group of guys and gals and their adventures as they dash around a country—on eye-catching Honda motorbikes no less—completing myriad tasks and challenges. These consist of “Money tasks,” “Advantage tasks,” or “Immunity tasks,” the third of which grants immunity from the dreaded “vote-out” at the hands of their team members. Tasks can be either individual- or team-based and the final surviving “roadie” happily pockets the cumulative cash.
Reaching a young, mobile-savvy customer
In debuting MTV Roadies 8—set in exotic Brazil—the producers based their marketing campaign on Google AdMob to generate online excitement in the imminent launch. Targeting their core demographic of young smartphone-wielding males and females with a predilection for reality TV, the marketers created compelling banner ads that appeared across screens of a variety of downloadable apps. Users who clicked through to the mobile-optimized Roadies website could either view show previews, download special content, or participate in a relevant contest with goodies and vouchers.
Because the targeted audience comprises the heaviest users of mobile handsets in India, MTV’s marketing team confidently expected healthy return-on-investment (ROI) for their advertising efforts. The data gleaned from Google Analytics exceeded their predictions. One quarter-million cellular users clicked through to the Roadies site and 80% of those, almost 200,000, then took the time to download show content or play different contests.
"We’re thrilled that we were able to capture so much attention during ourlatest mobile campaign and know that our Google mobile-ads strategy was instrumental in these results,” says Aditya Swamy, Senior Vice President MTV India. “From the tremendous online interest garnered before the first episode, we’re now predicting that our eighth season could well be our strongest.
Based on these results, there will be no “vote-out” for Google AdMob as MTV plans its next mobile ad campaign for the popular show’s 9th season.
AdMob reaches the roadie
Roadies’ Gen Y version features a mismatched group of guys and gals and their adventures as they dash around a country—on eye-catching Honda motorbikes no less—completing myriad tasks and challenges. These consist of “Money tasks,” “Advantage tasks,” or “Immunity tasks,” the third of which grants immunity from the dreaded “vote-out” at the hands of their team members. Tasks can be either individual- or team-based and the final surviving “roadie” happily pockets the cumulative cash.
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| MTV Roadies ad opens to an interactive experience |
Reaching a young, mobile-savvy customer
In debuting MTV Roadies 8—set in exotic Brazil—the producers based their marketing campaign on Google AdMob to generate online excitement in the imminent launch. Targeting their core demographic of young smartphone-wielding males and females with a predilection for reality TV, the marketers created compelling banner ads that appeared across screens of a variety of downloadable apps. Users who clicked through to the mobile-optimized Roadies website could either view show previews, download special content, or participate in a relevant contest with goodies and vouchers.
Because the targeted audience comprises the heaviest users of mobile handsets in India, MTV’s marketing team confidently expected healthy return-on-investment (ROI) for their advertising efforts. The data gleaned from Google Analytics exceeded their predictions. One quarter-million cellular users clicked through to the Roadies site and 80% of those, almost 200,000, then took the time to download show content or play different contests.
"We’re thrilled that we were able to capture so much attention during ourlatest mobile campaign and know that our Google mobile-ads strategy was instrumental in these results,” says Aditya Swamy, Senior Vice President MTV India. “From the tremendous online interest garnered before the first episode, we’re now predicting that our eighth season could well be our strongest.
Based on these results, there will be no “vote-out” for Google AdMob as MTV plans its next mobile ad campaign for the popular show’s 9th season.
Post by Mahesh Narayanan, Google India
MTV Roadies connects with youth using AdMob mobile display
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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