A new television show with four beautiful women having the adventure of a lifetime in Thailand, need not be promoted creatively on digital. But, that’s exactly what Fox Life India did for the launch of the third edition of its popular reality show ‘Life Mein Ek Baar’. The show that features sizzling hot female models on an adventurous journey, was premiered yesterday on Fox Life following an exciting digital promotion.
The reality show has all the ingredients to make it popular: Amazing locales, beautiful girls, adventure sports and the bonding between the four. And yet, Fox Life India and its agency Flying Cursor chose to stay away from sharing trailers or sneak peeks from the show. Instead they brought in four men who look nothing like models, to demonstrate what viewers could have been seeing.
Flying Cursor created a series of promo videos that started off with the four men. In one of the promo, they are seen frolicking away in a beach in contrast with the supermodels. In another video, they’ve been seen offering ‘free hugs’ and you can imagine the consequences.
The channel did a lot more on social media to bring about engagement among the right audiences for the show. A BFF Selfie app was created for the 2.9 million fans at the Fox Life India Facebook page. Fans need to upload their BFF selfies and also share why they love travelling with them for a chance to win gift vouchers and the show’s models. The Gallery section features the BFF selfies submitted so far.
A ‘What kind of traveller are you’ app asked multiple choice questions to find out the type of travel companion a fan was.
A ‘Life mein ek baar’ app brought fans more closer to the girls – Rochelle Rao, Pia Trivedi, Mahek Chahal and Evelyn Sharma, with the help of intro videos and behind-the-scenes.
The channel also roped in Miss Malini, the influential blog on Bollywood, Lifestyle and Fashion to promote the show. An article on 10 things you should do once in life, was followed up with a live Twitter chat on the show premiere day – 26th of November.
Miss Malini moderated the live Twitter chat with the four models, wherein fans and viewers got the chance to ask them questions about the show and their experiences on it. All this was on as the first episode aired on TV at 10 pm, so viewers could literally watch the show while chatting with the four women. Integrated with the live Twitter chat was a ‘Watch and Win’ contest with a chance to win an all-expenses paid trip to Thailand.
— FOX Life (@FoxLifeIndia) November 24, 2014
— FOX Life (@FoxLifeIndia) November 26, 2014
Engaging the right audiences
The concept of the promo videos featuring the four guys does create a strong recall, mainly for its cheeky humour quotient. Who would want to watch four men go sky diving as compared to female models doing the same? The channel and its agency created many engagement points on Facebook and Twitter to reach out to the relevant audience – the adventure-seeking, young at heart travel junkie.
Together with the promo videos and the many fun contests, it ensured maximum buzz for the reality show on social media. The live Twitter chat with Miss Malini gave true fans a chance to interact with the models while the TV premier was being aired, thereby building a connect with the show’s participants. The promise of a free Thailand trip ensured maximum viewership as well as fan engagement.
It seems the reality show is on a roll, keeping its viewers glued on to their television screen.