Showtime executes Samsung’s experiential initiative 'Party On with ChatOn'
Instant messenger application ChatOn, introduced by Samsung Electronics in 2011, is launching its newest version 3.5 and to celebrate the launch they decided to throw a massive party with for all its existing users on April 16 in New Delhi.
Experiential Marketing Agency, Showtime Group, was responsible for managing and executing the entire event, held at the poolside of Aqua at The Park Hotel, CP, New Delhi.
ChatOn version 3.5 offers added features such as up to 1GB file sharing, instant message translation between English and Hindi, up to 1001 members group chat, improved message integration, easy location sharing and the facility to recall a message sent accidently.
ChatOn is a global mobile communication tool with over 200 million subscribers worldwide, therefore some groundwork had to be done to prepare the list of possible attendees for the launch. An automated message was sent to ChatOn subscribers across the Samsung network after which the targeted segment was filtered through parameters such as region, age, interest etc. The consumers who responded with interest and proved eligible were contacted and formally invited for the event. As a security precaution, entry was limited to couples only.
Anupama Blaser, Vice President, Client Relations, Showtime Events commented, “This is a great experiential marketing initiative by Samsung to bring to its consumers a memorable experience by way of an exclusive party. We had only four days to put the show together and we were pretty frantic given the unexpected showers in New Delhi lately. But I think the Showtime team has pulled it together rather well, we look forward to taking the party to more cities on behalf of Samsung.”
Tarun Malik, Director- Media Solutions, South West Asia, Samsung, stated, “This is the first edition of a series of similar events we’ll be taking across the country- the next stop being Mumbai. We are very excited as a company to be able to provide this platform to our users and be able to party with them and interact with them at a one-on-one level. We’ve never undertaken such an experiential initiative before and have invested a lot of time, effort and resources into organizing this. That being said, I’m certain the payback will be priceless.”
The event venue was branded with Samsung and ChatOn balloons, LED screens, lights and 20 feet projections on the wall. A pin-board at the entrance allowed attendees to write personalised messages on branded post-it’s translating the ChatOn experience to give it a physical form.
Models skirted the pool side as Midival Punditz raised the tempo with an electrifying performance while Nargis Fakhri brought forth the celebrity factor.
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