MTV Promotes New Show Via Facebook App ‘Celebrity Connect’
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MTV India has always been very active with its social media activities and we have tracked the same here at WATBlog be it for MTV roadies or Battleground 2. Now MTV has chosen to integrate facebook in the launch of its new show Connected. This show is about how connected real twins can be. Inorder to connect with the youth Mtv India has integrated facebook connect with its microsite available on mtvindia.com/connected.
Screenshot below:
The app is called ‘Celebrity Connect’ where users will be able to choose their celebrity look-alike from a range of sportsmen, politicians and bollywood celebrities and this will be published as an update on their Facebook profile! This reminds us of an app we reviewed here which was on similar lines by Myheritage.com
One may ask whats the incentive to users?
Well the user with the maximum claims on look-alikes and the closest match of a consumer with a celebrity will be featured on MTV! Additionally end users of mtvindia.com will also be able to rate and comment on the celebrity connections.
What does facebook have to say about this tie up?
Meenal Balar, International Marketing Manager for Facebook had this to say about the tie up with MTV “We are excited to see MTV’s ‘Celebrity Connect’ powered by Facebook. Using Facebook Connect, users can now register to connect with their top celebrities in 2-clicks, and easily share and discover celebrity choices with their Facebook friends. This is a great way for MTV India to create deeper social engagement on their site through Facebook technology.”
Facebook Connect – Facebooks brand strategy solution?
The above tie up with MTV is a clear example of how Facebook plans to use its facebook connect feature. The youth is hooked onto facebook (it being among the top 10 sites in India) and all of them remember the facebook ids. Given this fact Facebook connect gives a great platform to brands to reach out to a youth centric audience without making them fill any registration form. It also gives brands an access to facebook features and also users a way to connect with different of their brands. In short this seems like a win win situation for facebook and brands.
With regards to the above tie up one is not sure if there are commercials involved from either party. Ideally facebook should be charging MTV but given that facebook connect itself is a free tool and building and uploading an app on facebook is also free I doubt there might have been exchange of commercials.
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didnt get what you meant by commercials involved – its just using facebook connect API – so can you clarify on where you come from ?