MTV Roadies Launches Battleground 2 And Extends Its Social Media Reach
Everyone’s favourite MTV Roadies is back; and they have announced the launch of Battleground 2, which is the online version of the popular reality show where participants are given video tasks as a test, and the winner gets to have a direct entry to the final interview round. This second version is being title sponsored by Sony Ericsson, and looks set to be a repeat of the enormous success last time.
MTV received a huge response at its official YouTube channel and blog last time, which basically served as a broadcasting medium to send out video tasks and collect user generated submissions for everyone to see. Ashish Patil, MTV India GM and SVP creative and content, says that “Roadies has an extremely loyal online following and the fan base just gets bigger with every season. Roadies Battleground gives everyone and anyone a chance to become a battleground warrior and experience what it takes to be Roadie.”
The mad dash to the battleground starts with a set of online auditions, where users are judged via their online entries and final 13 participants are chosen to fight it out. MTV Roadies is also expanding from its previous version into more Social Networks than Orkut and will be using other Social Media tools like Twitter, Facebook and an official blog for behind the scenes videos. This will include real time updates about the videos and tasks. You can have a look at the Sony Ericsson MTV Roadies Battleground 2 microsite here and also the different tasks being given. Some of them are outright funny.
The whole campaign looks well designed and will surely capture the Indian youth’s attention; considering the fact that they are already crazy followers of Roadies on the television. Of course, engaging with their enthusiastic yound audience can really increase Roadies brand royalty and give that needed momentum to its television version. How efficiently they can manage and reconnect the traffic from all the different platforms is still to be seen. There official blog is here and they are handling Twitter from here.
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