Mid-Day & Sony Pictures woo Mumbaikers with Premiere Nites

Mid-Day, in association with Sony Pictures, has launched ‘Premiere Nites’, a consumer-connect initiative in Mumbai city. Through a contest, which was run on multiple platforms like online, social media, on-ground and radio, Mid-Day is inviting people for the private premier of freshest releases in the world of cinema.

Premiere Nites was launched on April 6, 2011 with the movie ‘Just Go With It’ featuring Adam Sandler and Jennifer Aniston.

Speaking on the launch of Premier Nites, Mohit Sainani, Head - Marketing, Mid-Day Infomedia Ltd, stated, “Like all brands do, we at Mid-Day too strive to deliver a ‘Wow’ experience to Mid-Day readers in areas of their likes every single time. Mid-Day is a local city based newspaper that makes every effort to deliver the city to its readers, be it latest city news, gossip or even what’s happening in the city. We continuously monitor the needs of our readers so we know what ticks with them and we work towards delivering just that.”

When asked how these initiatives helps a newspaper brand? Sainani replied that brand properties like this went a long way to not only keep the consumer engagement alive with the brand, but also helped occupy a strong mind space amongst the readers. Initiatives like these always help in strengthening the emotional bond with the readers and thereby build brand loyalty.

To support the launch of Premiere Nites, Mid-Day carried out a campaign in the city of Mumbai with print, radio, online, outdoor and on-ground partners. “We also leveraged the social media platform for this property and contests like these do phenomenally well on this platform,” stated Sainani.   

Premiere Nites took off as a contest, where Mid-Day asked its reader’s movie based questions and they had to respond to the contest by sending a simple SMS.