Ibibo Launches iVideostar Contest – Ibibo Following the Entertainment Contest Strategy
(6 votes, average: 4.17 out of 5)
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ibibo.com has launched ‘iVideostar’ which is a contest wherein users can display their dancing talent by uploading their own videos. Ibibo has roped in Bollywood choreographers, Bosco and Caesar, whose recent films include Singh is Kinng, Race, Golmaal Returns and Jab We Met to judge the same.
Inorder to build traction for this contest a television commercial has been shot and Bosco and Caesar have appeared in it.
Ibibo’s entertainment contest strategy
Ibibo has been running contests since its inception and they have been very smart about the choice of contests as well. They have been tying up with relevant partners and then executing these contests well. Infact some of the contest look completely branded initiatives and all of them revolve around entertainment.
A look at Ibibo’s Contests:
iVideostar – This is about Dancing videos and has roped in well known choreographer Bosco and Ceasar.
iFresh Face – Partered with Elite Modelling agency – This ensures that ibibo has a constant flow of good looking women posting their pictures. Which inturn attract the men to go and sign up.
SingUrDil – This seems to be a sponsored contest by Cornetto from Walls. Its again around entertainment that is singing.
iFashion Photographer – Partnered with FTV – Again fashion photographers would end up clicking pictures of models and most of them have to be good looking in short more eye candy pictures on ibibo.
All in all Ibibo is focussing on being a talent showcase platform via these contests and has a strong focus on entertainment. It also means that media creation i.e. pictures, videos etc are of an high quality and people rate, vote and promote more than they interact. Also guys and girls who participate in such contests work on spreading the word of mouth themselves with hope of winning the contest.
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I think they are doing a half-a** job and don’t really understand the concept of “building brand” and “global audience”.
With so much effort and investment being made, they can’t launch a product on a domain which defines the product rather than tossing everything under one umbrella.
Reminds of the time when Honda used to advertise on TV…”Go on aol.com and type the keyword Honda” By the time the user would get to to aol they were distracted by other things there that they would forget why they went to aol.com on the first place. Granted this isn’t exactly the same situation as the company is building the brand on its grand domain but comeon.
Smart people have smarter ways of executing plans!!