Live Viacom18 Vh1 Supersonic
LIVE, the experiential events division of Viacom18, decided to wield more power to music fans by providing them with the chance to guess and in turn reveal the artists line-up at this year’s edition of Vh1 Supersonic. This is in line with Viacom18’s belief that the future of entertainment lies in ‘engaged entertainment’. Vh1 Supersonic is scheduled to take place in Candolim, Goa from Dec 27 to 30.
Consumers were invited to call a phone number and based on clues about artists’ names, were required to guess who will feature in this year’s artist line-up by posting answers on social media sites. LIVE then retweeted the correct answers. The contact number for the contest went live on Nov 10 from 4 to 5 p.m. Since the theme this year is about celebrating music fans and their love for dance music, the contest is a first step in that direction. Through this consumer outreach, a response of over 1000 calls was received in the first 15 minutes of the number going live.
Commenting on this new concept of leveraging the consumer, Jaideep Singh, Sr. Vice President and Business Head, Viacom18 Pvt. Ltd. said, “We are thrilled to give music fans the opportunity to experience and be a part of the excitement surrounding Vh1 Supersonic. We were even more excited to receive more than 1000 calls within the first 15 minutes of us going live. This only strengthens our mission of reaching out to people with the best way we can - music. By engaging with them in an interactive and innovative manner, we give them a sense of belonging, thereby building a community for dance music.”
The final line-up of Vh1 Supersonic comprises electronic dance music artists like Adam Beyer, Albin Meyers, Arjun Vagale, Bart Skils, Don Diablo and many more. Headlining this year’s Vh1 Supersonic festival is English Electronic music duo Disclosure and Swedish sensation Axwell. Dance music fans get an opportunity to experience over 100 gigs and concerts in the form of Vh1 Supersonic Arcade, Vh1 Supersonic Club Nights and Vh1 Supersonic Campus 101, all leading up to the main event in Goa.
Through this concept, fans were invited to guess the line-up at the event in a contest. Over 1000 calls were received in the first 15 minutes of the number going live.