ESP Properties ties-in Vodafone U with Rock On 2 through series of live concerts
In a recent tie-in with ESP Properties (Entertainment Sports Partnership)- the entertainment, sports and content arm of GroupM, Vodafone U is utilizing the association to promote its recently launched segmented youth proposition —Vodafone U and conceptualized #JoinTheBand campaign with Rock On 2.
Vodafone U used the association with Rock On 2 through live concerts and meet and greets to create a holistic association and integration.
The Rock On 2 concerts are an innovative way and most integral part to promote the film, hence ESP helped Vodafone U to design city-specific contests (Bangalore, Delhi and Pune) across various platforms whilst inviting their customers to #Jointheband and be part of the concert alongside four of their friends. The brand also initiated a call to action with the statement ‘I would like to #JoinTheBand because….’ and the lucky winners had the opportunity to meet the cast of the film backstage during the concert. Also, as a unique concept, a UFO ball from Vodafone U was unleashed upon the crowd. Comprising a built-in camera,this ball hence captured the live feed of the event in the form of images/videos of crowd enjoying the concert. More than 4000 people experienced the Rock On 2 concerts with Vodafone U in each city.
Talking about the association Aastha Jain- Senior Business Director, ESP Properties said, “Rock On 2 is a film about friends and music, that’s exactly what resonates with the youth. Vodafone U is the brand offering targeted primarily to the youth and hence the association seemed perfect fit. The Vodafone and Rock On 2 association is unique in a manner beyond the conventional integrations which are well thought of and executed and will hit the right chords with the consumers as well as viewers.”
Siddharth Banerjee, National Head of Brand at Vodafone India said about the association, “Music is the key passion point of Indian youth and Vodafone U is targeted at that set! With this integration, we not only attract and engage our core audiences but also communicate our brand story and proposition effectively! We are happy to work with ESP who understand, execute and ideate through the brand lens"
Vishal Ramchandani, Head of marketing, Excel Entertainment Pvt. Ltd. explains, “We made sure that we aligned with Vodafone in a way that benefits and creates a win-win situation for both, the movie and the brand. Rock On 2’s association with Vodafone is rather a natural alliance. We are pleased that India’s leading telecom service provider Vodafone and Rock On 2 have come together to spread its Magik to millions of consumers and grateful to ESP for stitching this through so seamlessly.”
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