Catch it if you can


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MasterChef India 2's Online+Onground activity, Catch it if you can.

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Catch it if you can

  1. 1. MasterChef India 2 – Catch it if you can
  2. 2. Campaign Brief <ul><li>Launch of the second season of the show MasterChef India. </li></ul><ul><li>Themed “Ab Badlo India, Apne “Khaane” ka Andaaz” </li></ul>
  3. 3. Objective <ul><li>STAR Plus came up with the 2 nd season of the unique reality show, MasterChef India. We wanted maximum people to get the flavour of the new season with this campaign prior to the show launch on TV. </li></ul><ul><li>Connect the ONGROUND masses with the brand ONLINE through a unique campaign. </li></ul><ul><li>Engage with Facebook fans through an interesting game based on the theme of the show. </li></ul>
  4. 4. Have you eaten any of the following?
  5. 5. Here’s your chance to “catch them” in virtual life if not real life… Two mediums to catch the unique dishes with a twist… Online Introducing Onground
  6. 6. Here’s how to play ‘Catch it if you can’ <ul><li>Onground: </li></ul><ul><li>A flash animation of 8 dishes with a twist + 3 MCI branded merchandise was played on a 6*8 screen in malls across 7 cities. (Mumbai, Delhi, Lucknow, Kanpur, Pune, Nagpur and Ahmedabad) </li></ul><ul><li>Users were required to click a snap of any one of the dish + 1 MCI branded merchandise to participate. </li></ul><ul><li>They were then required to submit their entries on Facebook. All the participants were gratified with MasterChef India merchandise. </li></ul><ul><li>Online: </li></ul><ul><li>The game was also put up on STAR Plus Facebook page, wherein fans had to prepare a dish with a twist by catching 3 main ingredients + 1 MasterChef India branded product to participate. </li></ul><ul><li>Dish with the twist were- Apple Bhelpuri, Strawberry Dosa, Jackfruit creamcake, Chocolate pan, Water-melon dry fruit lassi, Fried ice-cream, Chocolate jalebi, Mango Rasgulla. </li></ul>
  7. 7. Instruction screen- Click a snap of a dish with a twist + one 'MasterChef India 2' branded  product. Show it to our representative, submit your entry on Facebook and win! Onground flash for this activity A simple game which connects onground audience with the brand online. Here’s how? Representation of onground game flow
  8. 8. Onground creatives (Submit entry on Facebook)
  9. 9. Mall activation at- Ansal Plaza - Delhi Center One Mall - Mumbai Empress Mall - Nagpur Eternity Mall - Nagpur Infinity - Mumbai Inorbit Mall - Pune Korum Mall - Thane - Mumbai Mariplex Mall - Pune MGF - Gurgaon - Delhi MGF - Saket - Delhi Nirmal Lifestyles - Mulund Pacific Mall - Delhi Phoenix Mall - Lucknow Rave Mall - Kanpur TGIP - Noida - Delhi Westend Mall - Lucknow Z Square Mall - Kanpur Delhi Pune Kanpur Nagpur Mumbai Lucknow
  10. 10. Some glimpses… Game set up at mall People clicking snaps Submitting entry on Facebook Getting gratification
  11. 11. Creatives (Online) Pre-like Post-like The game is live on Facebook page-
  12. 15. Here’s what we achieved… India’s best Online + Onground integration activity. Truly breath taking numbers Millions of impressions Superb integration of activity with the brand’s theme Heavy user participation and interest in the activity both Online and Onground Reach of 4.02 million impressions Hours of time spent by users playing the online game
  13. 16. Results…. Online game (Facebook page) Nos Impressions 2.73 million Clicks on tab 55,852 Average time spent on the game 8-10 mins Onground (2 days activity in 17malls, 7 cities ) Nos Impressions 1.29 million Game plays 6,487
  14. 17. Glimpses of mall activation
  15. 18. Lemme catch it…
  16. 19. Gifts galore
  17. 20. Thank you