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MSN promotes dating portal on festival screens

VJIVE Networks has executed a promotion for MSN's Romance portal in India aimed at driving 18-to-24-year-olds online – a relatively unusual example of a digital-signage campaign aimed at a narrow age group.

For the campaign, VJIVE linked up with with Symbiosis Institute of Business Management (SIBM) to set up an LED- and LCD-based narrowcasting network at Transcend 2008, a three-day annual management and cultural festival held in the western Indian city of Pune. All screens were uniquely addressable in real time over broadband.
Chandni Jafri, senior VP of media services at VJIVE, said: “Transcend 2008 is the biggest festival in Pune and a huge crowd-puller, [with the] participation of over 40 business schools from across the country in addition to over 30 undergraduate colleges from the Mumbai-Pune region. It showcases events ranging from case studies to quizzes, business-plan contests to paper presentations, and rock shows to fashion shows along with numerous extempore events.”
Aiming to encourage the young audience to log on to MSN Romance through their mobile phones or online, VJIVE flashed the profiles of Pune subscribers on the screens, inviting students to “pick their date” through SMS.

1.17 percent of the 2137 unique individuals who saw the ads responsed to them, according to Jafri.

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