Crowdsourcing has taken off in 2014 with the launch of ‘India’s Got Talent’. After the grand success of its big ticket reality show ‘Bigg Boss 7’, Colors is all set to welcome the fifth season of ‘India’s Got Talent’ this Saturday on the 11th of January, 2014. The channel has planned a 360-degree integrated marketing campaign that will leverage social media in a deeper way along with radio and other mediums.

On Twitter, Colors has launched a first of its kind Twitter concert, where the channel is inviting Twitter users to compose lines for a unique India’s Got Talent song, using the hashtag #IGTTwitterConcert. Some of the best tweets will be used for the IGT song that will be composed and sung by music band ‘Agnee’. The crowdsourcing activity that commenced yesterday will be on till 6 pm today, after which Agnee will select the best tweets to create the song, that will be released before the show’s premiere.

Tweet words or lines with #IGTTwitterConcert & help us write the Official #IGTSong to be created by @AgneeLive. RT & Spread the Word!

— COLORS (@ColorsTV) January 9, 2014

One has to follow the Colors Twitter handle and use the given hashtag in all their tweets. Interestingly, the campaign is seeing active participation from all corners on Twitter with encouraging tweets by the music band Agnee and by most of the television stars also joining in to encourage participation from their follower base.

Help us create the #IGTonColors song! Tweet words / lines with the tag #IGTTwitterConcert for us to include your words in the song!

— Agnee (@Agneelive) January 9, 2014

Crowdsourcing for song lyrics isn’t a novel thing in the country, but the method of crowdsourcing on Twitter certainly is. #IGTTwitterConcert will help in building a relevant community for Colors TV on Twitter, which presently has more than 2 lakh followers. Going further, these could be leveraged for campaigns that bring more audiences on social media closer to television. Colors is also promoting #IGTTwitterConcert on its Facebook page for its 3 million+ fans.

Quite a few brands are finding new ways to engage with their community via Twitter. Zee Studio has begun a cool experiment with #TweetUrFlick which essentially allows the viewer to pick the movie she would prefer to watch on the weekend from the given choices via Twitter. It is worth watching television channels leveraging Twitter to bond deeper with their viewers.