Zee TV wins gold for DID mobile app at Smarties 2012

26 Sep,2012

By A Correspondent


The Mobile Marketing Association (MMA) presented the first ever Smarties India 2012 Awards, which is a global awards programme dedicated exclusively to mobile marketing and recognizes local, regional and international campaigns in a global contest that showcases the ‘best of the best’ in the industry, across 15 categories in Delhi on September 21.


The first edition of Smarties India 2012 awards winners were adjudged by a global jury of senior brand marketers and advertising executives.


ZEE TV was the only broadcast client along with the agency, Mobilox, which won awards in two categories:-

· Smarties 2012 Gold for the best mobile APP – DID

· Smarties 2012 Bronze for the DID – missed call voting innovation


The DID App aimed to provide an expression platform for the audience of Dance India Dance and enable a bi-lateral interaction between the audience and the show. The intention was to engage DID audiences on mobile and extend the 1 hour show format on TV to a 7 day format on Mobile. Till date there has been more than 5.6 lakh downloads of the app. The app also served as a common access point to popular social media Platforms. Live voting through the app was in sync with the show, thus helping boost the number of votes.


Akash Chawla, Marketing Head, National Channels, ZEEL said, “It was very gratifying to know that at a time when ‘on-demand’ entertainment was the order of the day, we were able to provide our viewers with content that kept them engrossed and engaged. Reaching over 5.6 lakh downloads on four mobile platforms strengthens our conviction that technology engages consumers in ways that are addictive.”


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