The political parties of the nation are not the only ones excited about the Lok Sabha elections this May. They have the company of brands all set to make it a big one. Youth entertainment channel MTV India’s ‘Rock the vote’ campaign has now teamed up with Twitter for a unique association that will enable access to Twitter by feature phone users. Which essentially means that one need not have mobile internet to be a part of the #RockTheVote conversations.
The feature named quite literally as ‘Follow the hashtag’ works with the help of ZipDial, one of the leading mobile marketing and analytics platform. A user needs to dial a number (011-30494949) and then get ready to receive the tweets under #RockTheVote as SMSs on their phone.
Launched last December to mandate voting amongst the youth, MTV’s ‘Rock the vote’ campaign had announced cool features along with a microsite. The campaign in seeking to raise awareness on voter registration and provide answers to general voter queries, has a ‘how to register’ and FAQ section on its site.
Along with online, it has been actively promoted through MTV’s various offline ventures in colleges across the country. It teamed up with youth icons Rannvijay Singh and YoYo Honey Singh to create a music anthem ‘Let music move the generation’. The channel is also crowdsoucing videos and T-shirt designs from colleges.
‘Follow the hahstag’ will only ensure that feature phone users are not out of the action, after all feature phone users outnumber smartphone users in the country. A win-win move for MTV & Twitter, but more so for Twitter which is striving to get traction in a Facebook-obsessed nation.
Twitter first brought this service with Zipdial for actor Shah Rukh Khan’s fans, following the success of Chennai Express last year. This was soon followed by a similar one for superstar Amitabh Bachchan’s fans.