India’s leading afternooner, MiD DAY, has announced the launch of a contest that invites readers to post reviews of the city’s F&B hotspots on its recently re-launched website mid-day.com targeting Young Urban Mobile Professionals across India (YUMPI). The contest builds on MiD DAY’s recognised position as a leader in local news and information while encouraging site visits and interactivity. The contest concludes on December 31, 2008, and over five weeks, 400 winners will receive vouchers worth Rs. 1000 to city hotspots, pubs, restaurant and nightclubs.
With a strong focus on delivering locally relevant news in Bengaluru, Delhi, Mumbai, Pune, mid-day.com already offers the reader an opportunity to click on city editions and get instant access to local news, information on the best deals in town, and the latest on What’s On in the city. In addition, the reviews by peers through this initiative will give readers a sense of what to expect in the fresh unedited voice of outlet’s patrons. Contest winners are rewarded with Rs. 1000 food and beverage vouchers to the cities hottest pubs and nightclubs and restaurants.
To encourage traffic to the site, online contests for YUMPI readers have been a regular feature. Prizes are based on areas YUMPIs are passionate about. For instance the anniversary contest offered cool technology stuff as prizes including a laptop, N73 cell phones, digital cameras and I-Pods, while passionate Bollywood fans could participate in the “Taare Zameen Par Contest” which gave winners a chance to win autographed TZP DVD’s and also meet Aamir Khan in person. And for those who consider music the food of life, mid-day.com held the “I-Rock Contest” where winners across the 4 cities won passes to Independence Rock, while still up for grabs are passes to the much awaited concert by Jethro Tull’s Ian Andreson and Anoushka Shankar.
Says Manajit Ghoshal, CEO MiD DAY Infomedia, “MiD DAY’s strength and strategy is to reach the busy urban professional in a locally relevant way. Local news is the USP of MiD DAY in each city and mid-day.com is the YUMPIs unbeatable guide to what’s on in the city, where the best deals are and what’s the local news, all at the click of a button.”
Adds Neville Bastawalla, Head Marketing, MiD DAY Infomedia Ltd., “It is a conscious strategy on mid-day.com to build reader engagement through interactive contests that is reaping great results. People now log on to the site knowing that there not only can they win really cool prizes, but also connect with peers on areas of interest and build a community.”
This new mid-day.com site is currently being promoted as part of a 360 degree MiD DAY brand campaign that spans print, digital, OOH, radio, trade and TV that includes specific dotcom related TVCs and radio spots.