Case Study: MTV Beats boosts viewer engagement with Gupshup

MTV & MTV Beats enhances viewer engagement and boosts retention with Gupshup and conversational gamification

MTV Beats, a leading entertainment network in India, faced the challenge of boosting viewer engagement and retention amid growing content competition. They wanted to move beyond traditional methods to connect with their audience one-on-one during their shows. To address this, they partnered with the vendor Gupshup and its conversational AI platform.

Gupshup implemented a solution using WhatsApp for conversational gamification. By displaying QR codes on TV screens, viewers were redirected to WhatsApp to participate in interactive contests. This method significantly reduced friction compared to the previous web link approach. The results were substantial, engaging 37,500 unique users in six months with an average of 99 messages exchanged per user, demonstrating a major boost in viewer participation and retention.

MTV Beats

Mithlesh Pagadala

Supervising Producer