Zee Studio's innovative marketing strategy

[M.J.Sadiq]

Zee Studio came up with yet another innovative marketing strategy for their property - Back to the Future Trilogy this month. Apart from an on air contest every week which was supported online on twitter and facebook the channel came up with a never before thought of concept for their Back to the Future Trilogy Marathon. Flyers in the form of travel sickness bags (barf bags) were distributed all across the city with The Times Of India newspaper on the day of telecast. The idea behind the bags was to prepare the viewer for all sickness involved on travelling ‘Back to the Future’. The marathon showcased included Back to the Future, Back to the Future part 2 and Back to the Future part 3.The films follow the adventures of time travelling high school student Marty and inventor Doctor Emmett Brown as they travel throughout several time periods in the past, present and future. The trilogy is widely noted for its cheeky humor, eccentric characters and ability to incorporate complex theories of time travel without confusing the audience and this was a unique, intelligent and highly innovative way of promoting the same!

Apart from the flyers print Ads promoting tune in and the contest were published in newspapers across Mumbai, Pune and Bangalore along with exciting mailers which were sent to both the trade community and the consumers. The online campaign for the property garnered quite some interaction on the channel’s facebook page with interesting questions for the viewers on what they would do if they went back in time! This activity saw quite an engagement from fans. Heavy promotion was also done across Tata Sky and airtel. This 360 degree marketing campaign and the idea behind it had struck a chord with the viewers of Zee Studio and brought them on to the property.


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