Mobile Marketing Association (MMA) presented the first ever Smarties India 2012 Awards across 15 categories in Delhi on September 21.
The Smarties is the only global awards program dedicated exclusively to mobile marketing and recognizes local, regional and international campaigns in a global contest that truly showcases the 'best of the best' in the industry.
The first edition of Smarties India 2012 awards winners were adjudged by a global jury of senior brand marketers and advertising executives. Zee TV was the ONLY broadcast client along with the agency, Mobilox, which won awards in two categories:-
• Smarties 2012 Gold for the best mobile APP - DID
• Smarties 2012 Bronze for the DID - missed call voting innovation
The DID App aimed to provide an expression platform for the audience of Dance India Dance and enable a bi-lateral interaction between the audience and the show. The intention was to engage DID audiences on mobile and extend the 1 hour show format on TV to a 7 day format on Mobile. Till date there has been more than 5.6 Lakh downloads of the App, making the App a runaway success.
For the first time Dance tutorial videos as a form of audience interaction were bundled in a mobile app. Tutorial Section was conceptualized to encourage interaction and edutainment. Users got the much awaited opportunity to chat live with participants, skippers and judges in the Live Comments Section- Till date, total comments count is 1,75,000. Audiences could track their favorite contestants in the Competition Chart Section.
Exclusive images , performance videos and weekly show promos were featured in the Media Gallery Section. Real time video streaming using YouTube API for better user experience was provided. The app also served as a common access point to popular Social Media Platforms - It provided connectivity to the latest happenings on 'Facebook' and It allowed the user to get privy to the 'Twitter' buzz. Voting was encouraged in the Votes Section - Live voting through the app was in sync with the show thus helping boost the number of votes.
The 'Missed call Innovation' was the first of its kind on Indian Television. Through this, Zee TV had a direct impact on the lives of the viewers by making the entire voting process in 'DID' absolutely free of cost. All a viewer had to do was give a MISSED CALL to all his/her favourite contestants! With this innovation, the channel managed to nullify the entire debate about voting being a money making mechanism between the channel and the telecom companies.
Mr. Akash Chawla, Marketing Head, National Channels, ZEE said, “It was very gratifying to know that at a time when 'on-demand' entertainment was the order of the day, we were able to provide our viewers with content that kept them engrossed and engaged. Reaching over 5.6 lakh downloads on four mobile platforms strengthens our conviction that technology engages consumers in ways that are addictive. The DID App was just the start of our quest to be innovators in exploring the digital medium. With DID Missed Call Innovation, we aimed for never before achieved viewer's participation in the show. The voting system with the missed call initiative made every unique vote count.”
'DID' also holds the prestigious GUINNESS WORLD RECORD for the largest Bollywood Dance …hence proving that there is no bigger brand for Dance in India than Dance India Dance!
'Dance India Dance' has always believed in exploring unique initiatives on a large scale to build its brand equity. Be it the Grand Carnival that was conducted on the streets of Mumbai during 'DID Season 2' or the unique 'Dance Mobs' that were conducted in malls, multiplexes, railway stations and streets of Mumbai and Delhi during the launch of 'DID Season 3' or the very recent Licensing and Merchandizing deal that the show has done with apparel giant Reebok to further build the brand with the new and exclusive DID clothing line available at Reebok stores across India.