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Bournvita - India Plays BQC (Dual Screen Gamification, Integrated)
Campaign Overview
Objective: To create buzz around the 40th year of Bournvita Quiz Contest and thereby dial up Bournvita's equity as a brand that prepares winners in line with their overall proposition "Tayyari Jeet Ki".
Insight: People are constantly second-screening on the mobiles even while they are watching television.
Solution: India Plays BQC which enabled people to participate in the Bournvita Quiz Contest in real time via the mobile app or a custom microsite with their Facebook or Twitter logins. The microsite and the app were also a repository of BQC’s best questions over the years that helped in the preps for taking on the quizmaster Derek O' Brian.
Results: A disruptive solution which was emulated by Kaun Banega Crorepati. Massive spikes in TV viewership for the LIVE Quiz. The twitter contest trended for 9 weeks straight.
Awards
Gold, Best Digital Integrated Campaign- IAMAI Awards, 2014
Winner, Best Campaign- Yahoo Big Idea Chair, 2014
Gold, Best Digital-Direct Response Campaign- IDMA, 2014
Gold, Best Media Innovation- Campaign India Digital Crest Awards, 2014
Gold, Best Mobile Application- Campaign India Digital Crest Awards, 2014
Gold, Best Advergaming- Campaign India Digital Crest Awards, 2014
Silver, Best Online Marketing Campaign- Campaign India Digital Crest Awards, 2014
Silver, Best Digital Marketing Campaign- Campaign India Digital Crest Awards, 2014
Silver, Direct Response for Mobile- Abbys, 2014
Role
Oversaw the entire creative development including the films, the microsite, the mobile app and twitter engagement.
India's first LIVE dual-screen gamified experience for the iconic Bournvita Quiz Contest that synced the television broadcast to a mobile engagement in real time. And drew in massive new viewership and quizzers.
CASE VIDEO & MICROSITE SCREENS BELOW
