MTV Roadies 8 Digital Case Study

The Most Explosive Youth Brand in India

Started in 2003

Hosted by Rannvijay since 2004

INDIA’s Most

Popular Show

8 SUCCESSFUL

SEASONS

Call For Entries – Season 8 : September 2010

Campaign Duration Oct 2010

- June 2011

Make an Online Hub for all

MTV Roadies Fans with

Exclusive Content

OBJECTIVES • Make Roadies most-talked Brand

online in India

•  India’s Most Engaged Facebook Page

• Gain 2 Million Fans on the Facebook Page

•  10 Million Unique Visits to Roadies Website

•  5 Million Video Views on Roadies Website

STRATEGY Sneak Peeks,

Full Episodes,

Behind the

Scenes,

Gossips &

Exclusive Pics

TAG ‒ YOUR ‒ FRIEND

CONTEST

CONTESTS

SUBMIT A PIC WITH

ROADIES T-SHIRT

CONTEST

UNCENSORED & RAW EPISODES on

WEBSITE & YOUTUBE

LIVE CHAT WITH RAGHU,

Rannvijay & CONTESTANTS

EVERY WEEK

Raghu’s Blog updated Twice a Week

AUDITION VIDEOS VIRALLING ON YOUTUBE

OFFICIAL SCREENING TWEET-UPS

A DAY BEFORE EPISODE TELECAST

ENGAGEMENT

UNMATCHED ENGAGEMENT RATES BY ANY INDIAN BRAND

ON-AIR PROMOTION

RESULTS

IMPACT

•  #Roadies trending every Saturday

•  #Roadies, Suchit, Anchal & Mohit trending during the

Saturday of the Finale

RATED AS ONE OF FACEBOOK’s

MOST ENGAGING PAGES WITH

EXPLOSIVE GROWTH

BY Allfacebook.com

7 million video views

10 million website views

Won the Best Website in Media Category at Campaign India awards.

BLOGS & PRESS COVERAGE

A  

Presenta*on