MTV & MTV Beats enhances viewer engagement and boosts retention with Gupshup and conversational gamification
The entertainment network makes TV viewing an interactive experience and boosts retention rate with Gupshup Conversation Cloud.
37.5K
Unique users engaged in 6 months
26%
Users engaged multiple times
99
Messages per user
At MTV & MTV Beats, our primary aim was to boost viewer engagement and ensure high retention. Partnering with Gupshup to utilize WhatsApp for our unique business helps us connect with our viewers one-on-one.
About The brand
MTV & MTV Beats, a leading entertainment network in India, hosts a vibrant array of over 38 iconic brands spanning general entertainment, movies, sports, youth, music, and kids genres. Their offerings cater to diverse demographics, providing multi-platform experiences that resonate across generations and cultures.
Objectives
At MTV & MTV Beats prioritizing viewer engagement has been the cornerstone of their growth strategy. Their expanding base of loyal fans for shows like Hustle, Roadies, Selfie Le Le Re, and My Fav List is evidence of their powerful content and impactful marketing. However, with growing content options, MTV & MTV Beats was looking for new ideas to:
- Keep their audience engaged and boost retention
- Connect with viewers one-on-one
Solution
MTV & MTV Beats partnered with Gupshup to create an innovative campaign that engaged viewers through interactive contests, keeping them hooked to the channel.
Boosting customer engagement with gamified journeys
To boost viewer participation, MTV & MTV Beats introduced contests that encouraged real-time interaction during their shows. Initially, the network displayed a website link on the screen, prompting viewers to log in to participate. However, this method saw little engagement as it required viewers to manually enter the web details.
Seeking to enhance viewer engagement, MTV & MTV Beats collaborated with Gupshup to display QR codes during the shows. Viewers could scan these QR codes on their TV screens, which redirected them to WhatsApp, where they answered a series of qualification questions. Upon successful completion, viewers could participate in contests like “Selfie Le Le Re”, “Ishk Vish”, “Pyaar ya Haar,” etc which were tied to the themes of various shows, keeping them engaged.
Transitioning users from the web to WhatsApp for contest participation reduced friction, as they could now scan a QR code instead of manually entering a website URL, cutting their login time in half.
As a result, a whopping 1,867,403 incoming messages were received from 47.3 K users during this period. Among these users, 37.5K (79.3%) were unique, indicating a strong reach. 26% of users (9.8K) returned to participate in multiple contests, with each user exchanging 99 messages on average, reflecting deep engagement and active participation.
Some popular contests include
“Selfie Le Le Re”-Upload your picture and see yourself on TV
Viewers can scan the QR code displayed on their TV screens to enter the contest via WhatsApp. After selecting MTV Beats, they will be prompted to submit a selfie, along with a short description and an emoji that captures their style. Once this information is shared, their entry is registered. Participants are then encouraged to watch MTV Beats to see their selfie featured on TV.
“What The Ishq!” Send your loved ones a message and see it on TV
Another popular contest allows viewers to dedicate a message with their loved ones and see it broadcast on TV. Participants use WhatsApp to submit their photo and a heartfelt message they want to dedicate. Upon submission, viewers are encouraged to keep watching MTV Beats to see their photo and message featured on TV.
Vh1 Playlist – Watch your song played on TV
To enter, viewers can scan the QR code displayed on their TV screens, which will direct them to WhatsApp. They will then be prompted to submit the name of their favorite song and upload a photo. Once this information is shared, their entry is registered. Participants are encouraged to tune in to Vh1 from Monday to Friday at 6 pm to see if their song is picked and featured on TV
We are excited about this initiative. Gupshup Conversation Cloud has simplified the implementation of innovative gamification use cases on WhatsApp, surpassing our previous chatbot experience. We can now reach and engage our audience in a natural, non-intrusive manner.
Continuous innovation
Looking ahead, MTV & MTV Beats plans to launch more such engaging contests to engage users and effectively promote shows and events, potentially resulting in increased viewership and enhanced brand loyalty
