Bangkok--29 Oct--Panya real-time game show
'Panya' a well-knownThai real-time interactive game show platform has raised a phenomenon in the media sector by creating a huge buzz in the market. The questions that is part of the game show were ranked highly in Google Trend and continuously got a high engagement from the users. During the rising growth, interestingly, Panya has been growing from a "Zero Cost Marketing", in other words, no marketing expense at all. Instead, it has grown from the power of 'word of mouth' and truly from the community engagement which only a few brands in the market can do without any promotion. It is so popular that during lunch time at noon when the first round of the game is about to start, a group of friends will gather to play this game and try to get the right answers for all 12 questions within the given period of time. Should the players get all the answers correct, they will get the prize which will be divided equally among themselves. Talking about the engagement of the players, there are cases that 2-40 people gathering the office and university, and up until 500 people, the different size of users over 100,000 persons joining the social media group where they try to help each other in getting the right answers and win the prize. The game is played by users in Thailand resulting in over 2,000,000 downloads. The active users during the real time game can reach up to 100,000 per round. Most active users are young professional aged between 25-35 years old, followed by the teenagers aged between 18-24 years old. This makes Panya get an all-time highest engagement rate compared to other social media channels.
From this trend, it's time for all the marketers and business owners as well as media agency needs to revisit the justification whether the huge amount of money spend on advertising can really bring back the engagement rate that brands are looking for or not. Last year there were a lot of changes on social media which effect the online marketing strategy, such as the change of Facebook algorithm in order to keep their users, as well as the introduction of the new marketing tools; all is to aim for the end result of user engagement with the brands. The most eye-catching trend that has been widely mentioned in 2018 and will continue in 2019 is ' Real-Time Interactive Trivia Quiz Trend' that Panya App has utilized as a key platform to convey the content to the audience, and make it a big hit. The huge success of this interactive video trend that Panya use has overtaken all other social media, and become the new tool in Thailand that grabs attention from marketer, media agency, and business owner. It is widely known that engagement evaluation by number of page 'like' is not enough to tell the quality of the engagement anymore. Hence, marketer needs to see other measures to prove it. One idea is that the created content needs to be shared with the additional opinion or comment (user generated content) in the public. Panya answers to this need by creating the experiences with the brand using 'Emotional Strategy' in the strategic quiz content. We have summarized those contents that were a big hit from Panya from this year.
For all the 90's gen, they must have been familiar with the song 'Dek Mee Pan Ha' by the duo singers "Four & Mod", but not many can sing it correctly. Surprisingly, there were lots of those players get the wrong answers for the song lyrics because they saw it from some website that posted the wrong one. This issue has become controversial on that day until the search of Four-Mod song lyrics has been ranked for the top search in Google Trend. Besides the impressive engagement rate, Panya app has contributed to the community in a way that it introduces the correct information and knowledge to the players, apart from the fun and entertainment.
This is the case where it creates a big buzz among the players as most of them get the answer wrong. The question is about one of the LINE character, "Sally", asking what kind of animal it is. With the small size and in yellow, lots of people mistakenly think it's a duck, but actually the jealous Sally is a little chicken. The argument is widely mentioned and even go further to the cartoon character's own head quarter to check what it really is. This is one of the proof of the quality of the Panya content, which is not only the engagement builder, but also trend setter, while encouraging Thai to be more discreet and pay attention to detail
The beauty of Panya is not only being the rising star in creating an engagement, but it also makes the general word become the most searched one over the night. This is the successful of awareness generation in this era. The factor for this success is to strive for a creative content which can create the new experiences to attract the users to try. One example of this is the question that ask the players to pick the person named Kao who is not a celebrity. Choices include Kao Supasara, Kao Jirayu, and Kao Khemchart. While the first two Kao (Supasara and Jirayu) are popular teenage stars, Kao Khemchart is only one of Panya staff who is just an ordinary person. However, with his name being in the game, lots of people just search for his name and story on Google to find out who he is.
This question just gets the players a bit of a headache wondering if these foods really exist. The question asks which of the following items are not for sale; Buffalo dung coffee, panda dung tea, and rabbit dung cocoa, and the answer is the latter. The buffalo dung coffee is real and is sold at Chiangrai province. The price is as high as over ten thousand baht per kilogram. For panda dung tea, the price is over 2 million baht per kilogram because of a few number of panda existed in the world. Rabbit dung cocoa is not anywhere mentioned just yet. The engagement of this content is not only the search on Google but it also creates a curiosity among the player making them want to try to review the products.
The question asks which of the following is not the brand of sweet chilli sauce for chicken in Thailand; Mae Pranom, Kai Jaa, and Maa Bin. The correct answer is Kai Jaa and Maa Bin. Mae Pranom and Maa Bin are the unique sweet chilli sauce enriched with the sweet and a bit spicy taste and a bit of garlic smell which enhance the flavor of fried or roasted chicken. Panya has made it a big search in Google, and drive more traffic to the website of these two brands. People thought that Maa Bin was the incorrect answer and that made people curios and search this brand a lot and it cause Maa Bin brand awareness generation from this quiz.
Besides the high engagement, Panya also create the hot hit hashtag that the players initiated while they are playing the game. For instance, #สายแบก (Smart Guys) represents those group leaders who have lots of knowledge and share the correct answers to the group members, or #สายปั่น (tricky) who usually say the answers out without knowing if it's correct or not.
These are just the examples of Panya marketing strategy to adopt the new and upcoming trend like Real-Time Interactive Trivia Quiz Game Show Platform and combine with the content marketing strategy, resulting in the new experiences of players in every touch point throughout their journey.
Geir Windsvoll, CEO and Co-Founder of Panya who has long experience and succeed in Asia media and start up industry revealed the next step of the business that, "This is the era where marketers need to adapt the new platforms and the new digital tools to create and advantage for the brand. To build a high-quality engagement with the potential user has become very challenging in the time where all the social media algorithm has decreased its reach to the users. Brands and agencies, therefore, needs to find the new media and new technique to create that high-quality engagement. Interactive Video Trend has been mentioned and estimated to be the most powerful media since 2017, and it truly is so. Panya platform was launched in March this year, and not using any single cent for the advertising and marketing budget. Instead, we use the power of word of mouth that happened after users got highly engaged with our game. The number of our app download is as high as 2,000,000 times shortly after it was launched, making us aleader in the market with a zero cost marketing.
Next step for Panya as the expert of the Interactive Video Platform and related technology is to collaborate with other brands and media agency to create the new content for TV program, media agencies, or brands that would love to have their own real-time interactive video to create and build high engagement with their brands, products and employees. Now there are many brands contacting us and we are in between the discussion. Many big corporates would like to engage their thousands of employees and customers by this real-time interactive video to achieve their corporate and commercial goals. We are also open for any companies who has an interest to explore more in this media. Though our platform is in the beginning stage, but our platform can professionally support the need of clients and players and have the best and readiest technology at global level which is fully developed by Thai Tech team and 2 Co-Founders who have global tech startup experience.
This year we faced on many challenges, we are a small player with a big dream and do not have a big company backed up. We might grow too fast and found challenges during our growth, but we make sure that we keep our services credible as much as we can; it is that our content is high quality, all the winners get paid for their prizes, and everyone can enjoy the game.
About Panya
Panya is the real time game show platform, officially launched in March 2018. The game is on air 2 times a day at 12.30 pm and 20.00 pm. The game show is to answer via mobile phone 12 questions related to general topics such as music, entertainment, singers, celebrity biography, and other kinds of general knowledge. The moderator or 'the host' will ask all 12 questions, as well as the answers afterwards. The player who can answer the 12 questions correctly will get the prize of which the amount will be equally divided among all the winners. The application is available for download on IOS App Store and Android Play Store.
Thai real-time game show platform has been a phenomenon in the media market and outshine other current media tools by creating the huge buzz among the players. Many times, the content in the game has been searched for, so much that it is ranked in Google Trend Chart, and receive the high engagement with the audience. Interestingly, Panya has been growing from a "Zero Cost Marketing", in other words, no marketing expense at all. Instead, it has grown from the power of 'word of mouth' and as well as the community engagement.