To power a fresh campaign for the launch of Zee TV’s show, Fear Files premiering on Saturday, 30 June, 2012 at 10 30 pm, creative initiatives harnessing the power of print, viral marketing, ambient branding, television and DTH advertising, cinema hall promotion along with digital and social media initiatives and differentiated use of augmented reality have been designed to maximize engagement while following an integrated marketing approach. The initiatives are planned where maximum participation can be encouraged and identifying where the audience can be reached using various mediums to develop an active, sustained participation.
Zee TV will roll out the distinctive promotional campaign to promote its upcoming weekend primetime show focusing on building intrigue across all Hindi Speaking Markets. In an innovative activation, Zee TV will capture the audiences across Malls and create an experience with augmented reality that uses computer graphics and sensors. There will be huge LED screens placed in these areas and people who come near the marked zone will experience something which will surprise them and also create a huge sense of intrigue.
Online promotions will be centered around giving viewers a paranormal experience rather than just telling a scary tale. Internet users will be captured across various sites with captivating messages. There is an impactful social network plan that will engage and interact with the audiences and this will allow users to share their own experiences by writing in stories and upload videos. Renowned paranormal expert, Dr. Mehra Shrikhande will share daily tips and feedback to online users. The DTH promotional plan has ads and promos that will be played on the top 3 DTH players – Dish TV, Airtel DTH and Tata Sky.
Cinema hall promotions have begun with the launch of much anticipated and publicised movie ‘The Amazing Spiderman’ and tap kids and male audiences as well. Along with the promos running inside the movie screen, the washrooms will carry very interesting ambient branding. Print will also see innovative attention grabbing advertising. The Facebook website https://www.facebook.com/ZeeTVFearFiles will also be a gateway to exposure for audiences to participate with their views and thoughts on various aspects. Micro-blogging sites like TWITTER at https://twitter.com/ZeeTVFearFiles will keep the community of Fear Files viewers up-to-date on all on the show.
Mr. Akash Chawla, Marketing Head, National Channels said, “The biggest challenge that the marketing team had to surmount was to evoke the emotion of ‘thrill’ from its target audience. The show has intrigue and mystery as its core and these are the two factors taken forward in its marketing campaign also. Hence, keeping in mind the primary target audience of the show, promotions are centered around online and new media along with traditional media mix. The communication across every medium will aim to tease people with the fear of the unknown and give them a thrilling experience.”
This gripping, filmic and high-octane drama-documentary series will bring to life the real stories of people who have lived through paranormal experiences that defy explanation. ‘Fear Files’ also introduces paranormal experts who are incredibly gifted in their fields of expertise, and see what no one else can. The paranormal experts like renowned Dr. Mehra Shrikhande will share a rationalist view on all unnatural phenomena. Fear Files’, a 26 episode series, will feature incidents which will empower you to: debunk myths; identify possible explanations for strange experiences; feel confident of your conclusions about each experience and know how to live with paranormal and non-paranormal experiences. What sets ‘Fear Files’ apart is the video diary format in which it will be presented wherein real victims who have survived the incidents talk about their experiences as the incident is recreated.
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