Updated 26 May, 2012, 4:18 pm IST

MTV, Idea Launch Mobile Roadie Challenge

20 Jan, 2009, 11:49 am IST | by tech2 News Staff |

Idea Cellular in association with MTV has announced the launch of 'Idea Mobile Roadie Challenge' - a VAS contest devised on the lines of MTV Roadies - and hosted in the voice of Raghu Ram, the man behind the show.

The Idea subscriber who walks away with the title of 'Mobile Roadie' will get a cash prize of Rs. 1 Lakh, while 9 other finalists will win a cash prize of Rs. 5,000 each.

The mobile version of the game offers interesting tasks, which are similar to the tasks given to the Roadies' contestants on the TV show. To ensure maximum participation from customers, Idea has integrated user experience across Web and Mobile functions.

Launching the program, Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular, said, "I am pleased to launch the innovative 'Idea Roadie Challenge' for our subscribers. This is the first time; a TV Reality Show has been made available on mobile, in conjunction with a web program. This epitomizes our strength in offering innovative Value Added Services with rich content on mobile. We will continue to expand and tap the burgeoning VAS market in the Indian telephony sector".

To initiate the gaming process, a unique interactive zone for Roadies has been hosted on Idea website, www.Ideacellular.com/roadies.

Raghu gives directions to Idea subscribers when they log on to the website. The entire interactivity and engagement on the website www.Ideacellular.com/roadies has been woven around the user's mobile phone, which makes this a totally unique experience. Raghu challenges the subscriber to prove his Roadie credentials, through a task put up on the website, in the form of a game. Within minutes of attempting the game, the subscriber receives a call in Raghu's voice (Out Bound Dialer – OBD) on his phone asking him to participate in the Challenge by subscribing to the VAS contest. The user then gets a real-time call in Raghu's voice, post playing the game on website.

Idea subscribers can also participate by calling 55456341 or SMS 'ROADIES' to 55456.

This VAS contest is available at Rs. 49. Inspired by the TV show; the contest will consist of 10 tasks which are to be performed through Idea Mobile and website. The tasks and the flow will be communicated to subscribers through OBD in Raghu's voice, and SMS.

Participants will be evaluated based on their performance in the 10 tasks. The Top 10 scorers will be shortlisted for the next round. Raghu will interview the Top 10 performers on phone, to select the winner, who will be titled 'Idea Mobile Roadie' and will win a cash prize of Rs. 1 lakh. The remaining 9 finalists will win a cash prize of Rs. 5,000 each.

The 'Call for Entries' is open for Idea subscribers only till February 7, 2009. The Contest will commence from February 13, 2009 and will run till the end of March 2009. Idea Mobile Roadie Challenge is available to subscribers in Maharashtra, Gujarat, Delhi, UP, MP and Chhattisgarh, Rajasthan, HP, Haryana, Bihar, Kerala and AP.