|Title||MTV ROCK THE VOTE - DIAL THE HASHTAG|
|Product / Service||MTV INDIA|
|Category||A08. Integrated Mobile Campaigns|
|Entrant||MTV INDIA Mumbai, INDIA|
|Entrant Company||MTV INDIA Mumbai, INDIA|
|Advertising Agency||MTV INDIA Mumbai, INDIA|
|Media Agency||VIZEUM Mumbai, INDIA|
|Production Company||ZIPDIAL Bangalore, INDIA|
|Sumeli Chatterjee||MTV India||Vice President Marketing And Insights|
|Kaustubh Jha||MTV India||Marketing Manager|
|Mathew Johnny||MTV Inda||Account Executive|
|Rishi Jaitly||Twitter India||India Market Director|
|Soumya Parmar||Zipdial Mobile Solutions Pvt. Ltd.||Business Head|
On air on MTV, youth prompted to "Dial the Hashtag" by simply giving a missed call to 011-30494949. No data service needed. All free of cost! Then, user started receiving tweets by SMS from @MTVIndia on #RockTheVote. New Twitter-ZipDial followers of @MTVIndia could click-through to see more rich-media-content (when online) and refer their friends to join the conversation through a simple ZipDial Friend Referrals experience that works on 100% of phones. During MTV TwitterTownhall that brought then ruling-party(Congress) and challenger(BJP) to debate youth-issues. And, youth to interact back in real-time. Dial-the-Hashtag amplified this to offline users too.
Elections in India received record-breaking participation by the youth in 2014. MTV successfully rallied Youth voters and brought them into the #RockTheVote conversation way beyond the reach of traditional online social media. • Only 16.7% of the users have some kind of internet access on their phone and less than 27% of users already have either a Facebook/Twitter account. Thus, Dial The Hashtag reached out to the masses, as it did not need internet connectivity. • Geographic reach was far and wide with 66.5% of users coming from outside of Metros • Users were highly engaged with 79% active through the entire elections campaign-season. • 15% increase in reach was achieved through ZipDial Friend-Referrals, meaning that even feature phone users created a viral impact to grow the #RockTheVote campaign. • MTV TwitterTownhall reached 15.6Mn social interactions with the youth and was participated by the then ruling party(Congress) and challenger party(BJP)
Objective: Get Youth of India to #RockTheVote in the National Election. Drive youth participation through interactive debates with political spokespersons and real-time engagement. Challenge: Mobile is the best personal communication device and social-media the perfect engagement platform. Therefore, we needed to engage youth through mobile and social media, combining both for a real-time interaction. But, Smart phone form less than 30% of the market. More than 70% of the market lack superior internet access features and social media apps. Continuous internet connectivity is imperative for real-time engagement. Less than 10% have high-speed connectivity. We needed a offline solution to engage them real-time. Big Idea: 1st-time across the world, MTV in India launched “Dial the Hashtag” with Twitter & ZipDial, making #RockTheVote content accessible to all mobile-phone users even if they had feature-phone, no mobile data connectivity.