Viacom18 Video Platform Voot Engages Audiences With A Digital Innovation On YouTube
by Shantanu Jain Marketing | June 20, 2016 | News
Viacom18 YouTube Google
As a part of the disruptive marketing campaign for the newly launched brand Voot, Viacom 18 partnered with YouTube and launched a global innovation on 17th June.
The core idea behind the innovation was to showcase the wide variety of quality content from the vast catalogue of 20,000 + hours spread across genres, in a fun and an engaging manner. As people logged onto Youtube on 17th June, they got a chance to interact with the masthead of the youtube India page on their desktop. The innovation on masthead directed the user to play with the masthead and discover the range of content available on Voot.
It is believed that both the teams at Voot & Google worked for several weeks to create the tech creative for this experience.
Speaking about it Vikas Agnihotri, Industry Director, Google India said, "For brand marketers, YouTube is akin to the front page of the Internet. In addition to unparalleled reach, YouTube’s inherent storytelling capability allows brands to deeply engage consumers and take them on a journey with them. We are excited about this first-of-its-kind campaign with Voot, as it instantly grabs the attention of the audience and is a great example of our teams coming together to create campaigns that truly break through."
Talking on the digital innovation for brand VOOT, Akash Banerji - Vice President, Marketing & Partnerships, Viacom18 Digital Ventures said, ‘Marketing in the digital world and more importantly for a digital brand is all about shedding conventional ideas and trying out newer ways to create impact – and that has really been the philosophy behind the Voot launch campaigns on digital & social media platforms. This “scratch to reveal innovation” is one such example of creating high impact, clutter breaking ideas and we are delighted to have partnered with Google (You Tube) to do a ‘global first’ ad of this nature. The innovation beautifully & impact-fully delivers the objective of engaging consumers and getting them to experience the width of high quality content available on Voot. It reinstates voot’s brand promise of –ek baar watching toh nonstop wanting!’
As people logged onto YouTube on June 17, they got a chance to interact with the masthead of the YouTube India page on their desktop.