Big CBS enhances audience engagement through digital campaign 

The X Factor's 'Xport To La' contest reaches out to over 4.1 million online audiences; increases viewer base by more than 50 per cent

BestMediaInfo Bureau | Delhi | November 9, 2012

Big CBS Network has successfully amplified audience engagement by utilising digital and social platforms. With the execution of the 'Xport to LA' campaign on Facebook via a game application for The X Factor, the network has reached out to over 4.1 million audiences online.

With an aim to reach out to young urban audiences across the country, the digital campaign which was live from September 15- to October 29, 2012, created additional buzz about the show and increased the fan base by over 50 per cent while giving one lucky winner – Kolkata-based Gautam Vora – the unique opportunity to watch the The X Factor live in Los Angeles, USA, and meet the judges.

The 'Xport to LA' campaign, designed by MindShift Interactive, created a landmark effect as it witnessed over 10,000 application plays and almost 26,000 application shares while reaching out to over 4.1 million audiences online. The campaign was divided into four stages which encouraged audiences to showcase their own 'X factor'. While the first phase focused on creating excitement among the online audiences, the second phase introduced the concept of an interactive platform wherein contestants could choose interesting tags for their friends and family. The third phase required contestants to showcase their knowledge of The X Factor episodes through a contest. The fourth phase allowed contestants to upload their own pictures and prove their X Factor through votes from friends on multiple social media platforms.

Anand Chakravarthy, Business Head, Big CBS said, “The Xport to LA campaign was strategically merged with the framework under which The X Factor show is built in order to ensure maximum impact for the show and the application simultaneously. With the TAM blackout, the use of digital platforms and the successful execution of unique campaigns of this calibre allow us to gauge audience reaction to our channel offerings. We are sure that our robust digital campaigns will continue to entice the viewers thereby keeping them engaged across platforms.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com