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How Times Now generated over 400 million impressions during the Election Week

06/09/2014

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Overview

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Union elections were to be held in the world biggest democracy this year 2014 when out of 120 crore Indians, 81.4 crore were eligible voters in which there were 10 crore new voters. Over 5000 candidates represented 84 political parties, fought for 543 seats to lead the democracy and run the country.

More than 563 million Indian citizens were involved in the formation of the new government and cast their votes in the elections.

Times Now wanted to capture this historic moment and present it to larger audience covering an every element related with the elections such as what the people were thinking and opining about the elections, so as to have a more impactful transmission of inter-citizen messages and views throughout the country to benefit the Indian democracy in having the best possible government.

About Times Now

Times Now is a 24-hour English news channel based in Mumbai and broadcast in India, Singapore and USA. Arnab Goswami is the Editor-in Chief and Sunil Lulla is the current CEO. It was the first news channel in India to be launched on mobile screens (Reliance Infocomm Network).

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Objective

• To become the No.1 channel across all platforms during the Election Result week and on the Result Day
• To achieve maximum viewership on air and maximum interaction on social media
• To connect with the global audience through our initiative to go live on Times Square on May 16
• To ensure that the most accurate Election results are revealed on time
• To integrate various social media assets and reach out to a larger audience

Execution

“In order to provide content across platforms and facilitate information dissemination to the audience in the most proactive manner, a mixture of social networks, mobile applications, SMS service as well as live feeds was used, so that the audience should have the most updated election news across 90 days.”

Social Network

• Twitter was used to reach out to the target audiences since, as an English News channel, Times Now has a huge audience overlap with this particular social media platform. Social media was used to amplify the impact of the campaign driven by the television. On air components were created with the help of Twitter sentiments, seamlessly creating cross platform content integration.

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A huge buzz was created on Twitter across the counting week from May 8th onwards with hashtags like #MegaExitPolls, #PollofPolls, #ModiSpeaksToArnab, #May16WithArnab, #Results2014, #TimesNowatTimesSquare and #Modiat7RCR trending in India & Worldwide, which was achieved through a mix of pre event seeding and conversation drivers.

For example, for the Modi interview, Times Now had less than twelve hours to create a buzz since the story broke in the morning and the airing was in the evening. So they made sure that enough conversation happened around the hashtag by creating vines from the episode to build anticipation, using images and quotes; and pushing out tune in reminders.

Also, on the 15th, to create brand recall and drive viewership, they ran a contest asking people to tell us their views on the issues which would be addressed on counting day.

The contest got massive response with the hashtag #May16WithArnab trending worldwide for both the days. Across the campaign they concentrated on coining hashtags which were simple to use, easy to insert in conversations and most importantly were relevant to the news of the day.

Times Now also twitter updates accessible to people via SMS through the TimesNowLive handle for all major events like exit polls, counting days and government formation.

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Regular updates of news were also done on Facebook and Google+, again with the same hashtag to maintain continuity. This was also displayed on screen, to drive maximum recall.

Mobile

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An exclusive election app was launched by Times Now in order to bring live feed and video content of all the election programming while giving viewers a chance to interact with each other and the channel. An immersive second screen experience was created for the viewers of Times Now through this that led to a large amount of engagement.

Video Content

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They also made the election coverage available on Youtube as a Live feed and a part of the election hub created by Google especially for the event. Also, to promote stand alone events like interviews, breaking news etc vine videos were strategically used throughout the campaign.

Results

Social Media

Across six days there were more than 10 hashtags trending worldwide with #Results2014 and #May16WithArnab both being top trends worldwide for both 15th and 16th May. #Results2014 and #May16WithArnab both were top trends worldwide for both 15th and 16th May.

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• 100+ hashtags trended during the 90 days of coverage on Times Now
• 400 million+ potential impressions were generated by Times Now hashtags on Twitter during the Elections Counting Week
• Times Now itself garnered more than 3.8 lakh followers across the campaign period.

Times Now India’s Election HQ App

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• Times Now app got more than 1,00,000 downloads in two weeks with more than 1.5 million + page views on the app, 3.5 lakh + live feed views & 4.5 lakh + video views
• The app was the featured app on Android, Windows and Apple for the election week

Youtube

• 4 lac+ people logged in on the Times Now’s Live YouTube feed to watch the counting day coverage live
• 1.5+ million views on Times Now’s YouTube channel in a period of 15 days on video content created around the elections

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