The Bournvita Quiz Contest is back and how! Bournvita Quiz Contest (BQC), India’s longest running quiz show on television, is celebrating its 40th anniversary this year. Having commenced in 1972 as a quiz contest for school children, the quiz show has only gained in popularity and appeal across all age groups, to now make it inclusive for the viewers as well.

The show that went on air on Sunday the 4th of August, has launched many initiatives this celebratory season to spread its wings beyond the television screen to include social media and mobile, thereby enabling viewers to play along in real time.

India plays BQC live on their mobiles

This year BQC has gone interactive to include a first-of-its-kind app ‘India plays BQC live’ that leverages the concept of second screen. The mobile app enables users to participate in real time after logging in with their Facebook or Twitter login. Participants have to answer as soon as quizmaster and politician Derek O’Brien shoots his questions to the children during the quiz show.

India plays BQC app

The app that is available for both Android and iOS, requires one to answer 10 questions with 30 seconds to answer each question. The faster the answer, the better the score. A leaderboard hosted on a Facebook app at the Bournvita Quiz contest Facebook page then features the top ten scorers along with their scores and time taken.

#IndiaPlaysBQC goes social

The Facebook page, with over 529k fans has been raving about the upcoming show a little in advance. It began by sharing the ad films promoting the show and getting fans ready for the quiz, with cute graphics of Derek. Cadbury Bournvita, the sponsor since many years, has also ensured to strengthen its latest brand positioning around ‘Tayari jeet ki‘ within the wall updates. Fans are being encouraged to keep preparing themselves to become the Bournvita Quiz champion.

The page is encouraging fans to download the mobile app and inviting them to play along. Fans can also keep themselves updated with what’s the latest on the show as well as be on the lookout for Twitter contests with interesting incentives.

Contests are being hosted on Twitter with the hashtag #IndiaPlaysBQC, which is incidentally also the Twitter handle of the show. Twitter users were asked to tweet the toughest questions they have come across.

The toughest questions asked by you will be retweeted & gratified! Are you ready for #IndiaPlaysBQC starting 4th August, every Sunday 9.30am

— India Plays BQC (@IndiaPlaysBQC) July 28, 2013

Another contest designed to spread the word and increase follower count, required one to follow the handle and tweet about a teammate they would choose for themselves, if they were to play BQC. One had to tag that teammate and also give a reason for choosing them.

Additionally, the quiz brand has created a digital BQC flipbook that captures the 40 year journey. Every year is represented by one page of trivia and helps you prepare for the quiz with its multiple choice questions, again reinforcing the Bournvita message of ‘Prepare to win’. It gives you a score at the end, which can be shared on your Facebook and Twitter pages.

Television partners with social media

This is the first time an Indian TV quiz show has empowered its viewers to play along in real time, using an app. Creating an app for both the popular mobile platforms, and encouraging viewers to join the fun, is a brilliant way to keep them engaged, especially in an increasingly mobile-accompanied viewership in the country. As per latest reports, India is the third largest smartphone market in the world.

While Twitter has evolved as a second screen for many popular television shows – in an interesting and successful manner as well – it would be interesting to see how the app scores for BQC live. Social media promotions have also been worked out well – sharing the app leaderboard on Facebook, Twitter contests with tagging, sharing interesting visuals and the TVC videos on Facebook, all adds up to provide a good user experience across platforms.

A cool concept coupled with a cooler execution makes for a lively celebration for BQC. What are your thoughts?