For the first time in the history of The Voice of Bulgaria, the audience had the opportunity to take the role of a coach and choose which song their favorite contestant would sing during the grand finale. They decided what the most Magnumistic song is, capable of getting their favorite performer the title "The Voice of Bulgaria". And that's not all - there were special prizes as well.
For this purpose, at the end of the second semi-final on June 2nd, at 22:00, a special vote was activated on glasat.btv.bg. The four final contenders were announced, with a list of three songs from which fans could choose. Each user who voted was given the opportunity to register for special prizes provided by the project sponsor - 3 suitcases and 3 boxes filled with ice cream, to share with friends. The prizes were drawn at random.
On the air we warmed up the audience for the activation of the Magnumistic song through alternative advertising forms. We also communicated the project during the most watched moments of the show – the live episodes, with hosts making announcements about the activation. We also enhanced the communication by integrating the Magnum brand into an interactive format directing viewers to vote, which was broadcast in the final episode during the performances of the last two finalists.
To prepare and engage the audience on the web, we launched a teaser campaign with rich media banners - skin ad+300x600 and a specially-captured teaser video where the V-Reporter of the show hinted at the audience about what to expect.
The campaign was promoted in the segment "Sing, my heart" dedicated to "The Voice of Bulgaria", and on 03.06, all hosts of Radio N-JOY gave information about the Magnumistic song and the prizes.
Through Facebook posts, the campaign received even wider reception among fans of the show.
The multi-channel approach of bTV Media Group, and the promotion of the activation in the radio and social
channels of the group, contributed to reaching the widest possible audience.
bTV Media Group
Bulgaria sq. No. 1
National Palace of Culture, 11th floor
Тel. (+359) 2 9156 531