To celebrate its over 1 million fan base on Facebook, Tata Nano launched the “Social Road Trip” named as Nano Drive with MTV, which was a coming together of sorts of digital and real world. Tata Nano partnered with MTV India to create a unique driving experience and to leverage the online medium to treat travel enthusiasts with a 20-day, over 2000 km, exciting Nano drive covering the length and breadth of the country. A Facebook page and a twitter handle were also dedicated for the drive. Within 2 weeks of going live, the Facebook page dedicated to the drive garnered close to 1,50,000 fans, with more than 80,000 of them actively talking about it on the page during the drive.
Tata Motors, MTV and Nano fans together then went on to select 4 teams for this drive. Each team, comprising 4 members, represented 4 zones of the country – North, East, West and South with VJ Rhea, VJ Jose, VJ Bani & VJ Nikhil from MTV leading the teams respectively. The teams were allocated 4 different routes to be covered in 20 days in a Tata Nano. The teams had to overcome obstacles, tasks and move up the ladder. The 4 VJs met and interacted with the respective teams on a regular basis egging their team to go that extra mile. The teams had to earn the money to cover their drive and were also awarded points based on their performance during the tasks allotted. Social media played a pivotal role in this unique road trip as viewers were given a chance to vote for their favorite teams online. The drive flagged off on May 28th 2012, with teams beginning their journey from 4 different cities – Delhi, Chennai, Guwahati and Ahmedabad.
At every stage of each of the teams shared the highlights of their respective journeys through, posts, updates, photos and videos. Exciting vignettes featuring the 4 teams journey were running on MTV for 4 weeks. At the end of the drive, which culminated on 17th June, 2012, Team North was declared the winners. The final episodes would feature the participants, their journey and the 4 participants from the North team being awarded a Tata Nano each. The winning team’s most ardent fan would be chosen based on his/her participation in the entire drive through the votes, likes and updates on the social media pages of the drive. The winner stands a chance to win a Tata Nano. Don’t miss the finale episodes of the drive on MTV on 5th & 12th July at 8 P.M on MTV.
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