MX Player launched Show on Copying with “Copied” Marketing Strategy

MX Player, India’s leading digital streaming platform in association with the globally awarded digital agency, WATConsult has stirred a storm about stealing ideas from other digital platforms on the social media platform  to promote their new season of “Thinkistan”

The brand has been tagged as #IdeaChor by internet users due to their marketing of copied contents for two days before the launch of the show. The agency used a Guerilla marketing strategy to get massive results.

“I believe that building a great campaign entails keeping our finger on the pulse of our consumer’s attitudes and preferences while continuing to drive innovation. IdeaChor does just that; it resonates as a bold campaign with the right amount of quirk, theatre, and pizzazz that wowed not only the netizens but also forced other brands to stand up and take notice,” said Abhishek Joshi, Head of Marketing and Business Partnership of MX Player.

The core of the campaign was to promote the idea of copying. The company copied contents from the most happening platforms like Netflix, Hotstar, Spotify, Amul, Amazon Prime Video, and so on. This was criticized by accounts like Tendulkar, Gabbar Singh, Sagarcasm, and Atuk Khatri and the company was branded as #Ideachor, this continued for two days on Twitter. Later, MX Player shared something original and showed the aftermath of copying other ideas which are the theme of their show “Thinkistan.”

This led to the success of the campaign and their viewership increased by around 230%. The campaign witnessed a huge success with zero investment and earned 4.2 Million. The platform also witnessed a 225% increase in the viewer’s engagement on its platform.

Commenting on the success of the campaign, “With digital constantly evolving, it is imperative to stand out to make an impact. By using the ‘Shock & Surprise’ strategy, we first shocked the audience with the misconduct and later surprised them with the truth, enabling the show to reap its benefits. Our impactful strategy led the campaign trend organically on the internet,” said Heeru Dingra, CEO of WATConsult.