Viu SG's gamifies Asian entertainment as it eyes 20% increase in video views and premium sign ups

Viu Singapore has launched a trivia game, Viu to Win, with prizes up for grabs for players. Available from 16 February to 16 March 2022, the trivia features 25 questions based on Viu shows across genres – action thriller, comedy, fantasy, horror, romance dramas, movies and variety shows. 

Through the trivia, Viu Singapore aims to showcase the breadth and depth of its shows and genres, drive engagement among the Viu community, and increase talkability and video views for the platform, Cheryl Lim, country head of brand, marketing and communications, Viu Singapore told MARKETING-INTERACTIVE. "With Viu to Win, we are rewarding our fans and anyone who enjoys watching our shows with a very fun and simple game. Engagement with our Viu-ers is a key priority for us, and this game allows us to showcase our breadth and depth of titles and genres in a fun and rewarding way," she said.

In the game, players can choose from a range of avatars - from a binge watching zombie to a Korean drama fan - and racing "vehicles" as a MRT reserved seat, toilet seat, and a chair from the local Kopitiam (food court). Players have to race through the five genre-themed circuits and answer all 25 trivia questions correctly to get to the finish line. Additionally, players who sign up by 15 February will enjoy free Viu premium subscription for 60 days, while the rest will receive a 30-day free premium subscription.

Lim said that, in a nutshell, Viu wanted to reward its fans and anyone who enjoys watching its shows and it wanted to do so in a very fun and simple manner. "From the creative wrapper to the customisable in-game avatars and racing “vehicles” and the design of each themed circuit including music selection, the game experience was designed with our local Viu fan in mind to create an overall fun and feel-good factor that would keep the player’s momentum going," she added.

The month-long gamification campaign will be marketed through social media postings on Facebook and Instagram, display and social advertisements, influencer engagement, content strategy, OOH taxi advertisements, and creative execution of bus shelter advertisements to engage with consumers. This includes its interactive bus shelter posters featuring "actual wind-blown flying notes to bring to life the very attractive grand prize of SG$50,000 in cash".

According to Lim,

Viu hopes to achieve a 20% increase in video views and premium sign ups, as well as a 30% increase in brand engagement through this gamified marketing push.

According to Lim, Viu hopes to achieve a 20% increase in video views and premium sign ups, as well as a 30% increase in brand engagement through this gamified marketing push. With regards to its marketing plans, Lim said that viewers can expect a "bigger, better and bolder" Viu in 2022 with more entertainment and even more excitement across its platform and initiatives. "Our goal remains to be the entertainment hub of premium Asian content for all and we’re always looking to enhance the entertainment ecosystem for our Viu-ers to exist in and interact with," she added.

Viu Singapore donned a new look and tagline “No one knows Asian entertainment like we do” in June last year; to encapsulate and showcase the breadth of its library of content it carries. To make the brand modern, relatable and memorable to viewers, Viu went with a sleek look with an accent of yellow, which is also the company’s corporate colour. The new look and tagline is currently piloted in Singapore and will roll out regionally at a later date. Lim  told MARKETING-INTERACTIVE during an interview then that the majority of its consumers are between the ages of 18 to 35, and this particular look and feel suits their taste.

Separately, Viu Singapore also appointed Ken Ling as its digital marketing director in November that year. He was formerly head of digital at The Esplanade. In his new role, Ling leads and manages the digital growth strategy and customer lifecycle marketing for Viu Singapore, reporting directly to Cheryl Lim, head of brand, marketing and communications, Singapore. According to Viu's spokesperson then, Ling's in-depth marketing experience and a passion for digital technologies makes him well poised to drive all digital marketing efforts to achieve Viu’s business objectives. 

MARKETING-INTERACTIVE's Content 360 is back for its 10th year! Running from 26 to 27 April 2022, the hybrid conference covers topics including the creator economy, value-based storytelling strategy, consumable content on social, as well as video and community content. Register today to learn, connect and level up with the best content marketers in Asia!

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