Big FM has adopted the 360-degree route for its contest ‘Chipak Ke Jeeto’ by employing on-ground activities along with the radio and Internet medium to promote it. The contest, currently underway in its last destination Bangalore, is a promotion from Big FM with Hyundai Motors’ newly launched i10.
Chipak Ke Jeeto is an endurance test, wherein the contestant who can keep touching the Hyundai i10 for the longest period gets to grab the keys and drive home the car. To promote the campaign, Big FM had used a model dressed as Spiderman doing the ‘Sticking Act’ across the city’s high footfall areas. This on-ground event was hosted across five cities of Delhi, Mumbai, Kolkata, Hyderabad and Bangalore simultaneously in the last week.
Big FM covered the event live from the venue, with constant updates on the FM station. In addition, the radio station also streamed the entire event live through their microsite from start to finish. The contest is called ‘Kai Ittare Caru, Big Hero Yaaru?’ in Bangalore. Big FM has applied to the Limca Book of Records, officials from which will identify the record creator on successful completion of the contest.