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| Youth Icon 2007 |
Client: MTV India |
The Pepsi - MTV Youth Icon is organised every year wherein the youth vote for who their icon should be. This year, the organisers wanted something ‘extra’.
The Brief:
As usual the brief was simple. Do something that will add to the popularity of the Pepsi-MTV Youth Icon 2007. Get more votes. Get more user participation. How you do it, is up to you.
The Challenge:
The brief was simple, but it was easier said then done. The Pepsi-MTV Youth Icon was already popular and the youth were gung-ho about voting. But what next? How could we increase the number of votes and increase user participation? What else can one get the youth to do apart from submitting their vote?
The Solution:
Finally inspiration struck and it struck real good. We decided to inspire the youth to not only vote for their icon but also ensure that their icon wins. All they had to do was get more people to vote for their icons. This way not only did the favourite icon win, they themselves became the hero of the day for propelling their icon towards victory.
Once the user had voted for his/her icon they would have to register themselves. Once they were registered, they could invite, beg or order their friends and family to vote for their icon via mailers.
The bait used to ensure user action was a Ford Ikon. The user that managed to gather the maximum number of votes for their icon would now not only get the thrill of making its icon win but would also get the extremely tangible award of a Ford Ikon.
The Response:
The site registered nearly 4000 users in just one month. Over 31,000 votes were gathered with hectic sending and resending of mails to gather more support. Not only did the users get to interact with the brand more closely, they also got to have their say on their icon. The message spread – MTV is a brand that lets the youth have its say.
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