MTV Roadies is out with its 5th season and to lure its target audience that is the youth it roped in TribalDDb the agency to create an online property for them. We have written about the kind of work Tribalddb has done earlier with repect to using video online to drive brand positioning.

Tribal has played the similar strategy (of using video) like it did when it promoted the semi girebaal show on mtv through a microsite.   On the topic of roadies online strategy Aditya Swamy, vice-president, marketing, MTV India, said “A lot of the youth is online now and we needed to target them on this medium. For the first time, we conducted auditions online, and for the first time, we have created a dedicated website.”

Besides for using an AV format to promote the show through a microsite they have also used gaming by tying up with zapak and creating a micro gaming site. The thing that tribalddb has done different this time is also engaged youth from social media sites like orkut and facebook.  Facebook has an official group as well as an official fan page for roadies and they are also engaging in social ads on facebook to promote the microsite as well.

On the whole it does look like social media marketing is becoming the part of the mix for every online media campaign but only time will tell how effectively agencies can use social media (rather than just having it there for the sake of it) given the fact that most of them are still to educate clients on the powerful impact of social media. Also as full service agencies come into being and with so much action happening on the web its quite possible that a vertical focussed player which focussed only in social media could be a better choice for the clients as benefits from having specialists do each function have already been seen in the traditional offline agencies model where there are BTL agencies, Creative only agencies etc and this rise in social media will only give rise to more and more Social Media Marketing Agencies.

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