Description
CASE STUDY OF MTV BLOC PARTY
Case Study: MTV Bloc Party
Campaign: MTV Bloc Party
Client: MTV Agency: In-house Background: The American music television channel, MTV, was launched on August 1, 1981. The channel has become a community, a cult across the globe. This definitely took years but more than that it took several efforts for turning a brand into a community. Music is the heart of young people’s universe and MTV reigns over the genre. Indian youth is always hungry for new experiences and their mantra is to work hard, and party harder. MTV wanted to create something that gave people what they wanted. In 2013 January, MTV launched their first ever MTV Bloc Party, right in the heart of the party capital of India– Mumbai. With over 20 hours of non-stop partying, the Bloc Party was something that every party animal in Mumbai had dreamt about.
Challenge: MTV wanted to be more than just a TV channel, it wanted to connect with its target audience and build a community that the fans could associate strongly with. 76 per cent of the youngsters state that live music events are important or extremely important to them and they would love to experiment with new genres of music and 95 per cent place music as an important and central aspect of
their lives. The task was to meet their need for a different genre of music and getting them together to organize the biggest party of the town and increase its viewership and social media presence. Strategy: So, what if they could have a big bang party right in the heart of the city that would never stop and hop from place to place? A seamless party that integrated different sounds of Dance Music – electronic or beyond and also allowed the fans to interact with the artistes across multiple venues. The idea was: One Entry. Multiple Parties! With an incredible line up of DJs and an audio visual experience like never before, all that fans needed to do was to get access with the single ticket to be a part of Mumbai’s longest party. It was an idea with great potential. MTV was on the verge of creating a cult brand.
Execution: With a target scale of reaching upto 5000 – 8000 people, a bloc party was the craziest but perhaps the best idea MTV could have come up with to meet its objective. A Bloc(k) Party is an established international concept, which is a celebration spread across an entire city block. India’s first ever MTV Bloc Party was set by the sea in Juhu, Mumbai. It was one big party at the center, integrated with multiple party hubs across the block and music thumping with 30 World Class DJs and indie bands, and all accessed through a single ticket; the cost of that one ticket was approximately Rs. 4, 000 for 2 days. People stepped in the Bloc(k) that housed the longest party ever, and danced away the 2 days. To heighten the experience, MTV hosted a relaxed beer garden through the leisurely Saturday afternoon. This was followed by a high energy sundown party. Post sundown, an immersive audio visual spectacle added to the musical experience using projection technology across the stage and venue to bring alive the essence of the celebration mood. The experience was heightened through interactive games, fun graffitis, and origami art and trash art installations. Radio taxi service was provided to fans to hop from one party hub to another. And, yes, it was all inclusive in that magical single ticket. What worked in its favour: a. One big party at the center together with multiple party hubs across the block
b. A single ticket access for audience to step into the Block c. A seamless party across multiple hubs d. A seamless party experience across the bloc with MTV Bloc party cabs providing free pick up and drop between four venues
Results: More than 6000 youth partied with MTV through the weekend and about 11 million plus fans joined MTV across the social media. In fact, the early bird tickets sold out within 6 hours of the announcement. The property garnered multimedia buzz integrating the TV, radio, social media, mall tie ups, cafes etc. It gained oodles of appreciation by fans, media and artistes alike and trended on social media for 2 consecutive days. This was supported by a 2 month long social media engagement integrating artiste videos, promos, backstage stories, #spotthepyramid contest, introduction messages by host Nikhil Chinappa and beer-ups. MTV had created a cult.
doc_260337614.docx
CASE STUDY OF MTV BLOC PARTY
Case Study: MTV Bloc Party
Campaign: MTV Bloc Party
Client: MTV Agency: In-house Background: The American music television channel, MTV, was launched on August 1, 1981. The channel has become a community, a cult across the globe. This definitely took years but more than that it took several efforts for turning a brand into a community. Music is the heart of young people’s universe and MTV reigns over the genre. Indian youth is always hungry for new experiences and their mantra is to work hard, and party harder. MTV wanted to create something that gave people what they wanted. In 2013 January, MTV launched their first ever MTV Bloc Party, right in the heart of the party capital of India– Mumbai. With over 20 hours of non-stop partying, the Bloc Party was something that every party animal in Mumbai had dreamt about.
Challenge: MTV wanted to be more than just a TV channel, it wanted to connect with its target audience and build a community that the fans could associate strongly with. 76 per cent of the youngsters state that live music events are important or extremely important to them and they would love to experiment with new genres of music and 95 per cent place music as an important and central aspect of
their lives. The task was to meet their need for a different genre of music and getting them together to organize the biggest party of the town and increase its viewership and social media presence. Strategy: So, what if they could have a big bang party right in the heart of the city that would never stop and hop from place to place? A seamless party that integrated different sounds of Dance Music – electronic or beyond and also allowed the fans to interact with the artistes across multiple venues. The idea was: One Entry. Multiple Parties! With an incredible line up of DJs and an audio visual experience like never before, all that fans needed to do was to get access with the single ticket to be a part of Mumbai’s longest party. It was an idea with great potential. MTV was on the verge of creating a cult brand.
Execution: With a target scale of reaching upto 5000 – 8000 people, a bloc party was the craziest but perhaps the best idea MTV could have come up with to meet its objective. A Bloc(k) Party is an established international concept, which is a celebration spread across an entire city block. India’s first ever MTV Bloc Party was set by the sea in Juhu, Mumbai. It was one big party at the center, integrated with multiple party hubs across the block and music thumping with 30 World Class DJs and indie bands, and all accessed through a single ticket; the cost of that one ticket was approximately Rs. 4, 000 for 2 days. People stepped in the Bloc(k) that housed the longest party ever, and danced away the 2 days. To heighten the experience, MTV hosted a relaxed beer garden through the leisurely Saturday afternoon. This was followed by a high energy sundown party. Post sundown, an immersive audio visual spectacle added to the musical experience using projection technology across the stage and venue to bring alive the essence of the celebration mood. The experience was heightened through interactive games, fun graffitis, and origami art and trash art installations. Radio taxi service was provided to fans to hop from one party hub to another. And, yes, it was all inclusive in that magical single ticket. What worked in its favour: a. One big party at the center together with multiple party hubs across the block
b. A single ticket access for audience to step into the Block c. A seamless party across multiple hubs d. A seamless party experience across the bloc with MTV Bloc party cabs providing free pick up and drop between four venues
Results: More than 6000 youth partied with MTV through the weekend and about 11 million plus fans joined MTV across the social media. In fact, the early bird tickets sold out within 6 hours of the announcement. The property garnered multimedia buzz integrating the TV, radio, social media, mall tie ups, cafes etc. It gained oodles of appreciation by fans, media and artistes alike and trended on social media for 2 consecutive days. This was supported by a 2 month long social media engagement integrating artiste videos, promos, backstage stories, #spotthepyramid contest, introduction messages by host Nikhil Chinappa and beer-ups. MTV had created a cult.
doc_260337614.docx