Real-time match information on Mobile handsets at IPL cricket matches.
Indian Premier League is a cricket tournament being organised by the Board of Control for Cricket in India (BCCI - the governing body for cricket in India), and backed by the International Cricket Council. Royal Challengers Bangalore (also referred to as RCB) is the team representing the city of Bangalore in the Indian Premier League. The inaugural Twenty20 cricket tournament held in India during April 2008.
Background: Royal challenger’s official owners of IPL, Bangalore team wanted to bring excitement as part of IPL launch in Bangalore and offer cricket spectators real-time match information via Bluetooth on the mobile phone handsets.
The Brief: The communication objective was to build strong cricket fan following on mobile, to create value for RC brand on its association with IPL and to generate additional revenue.
The challenge: The target audience for the above stated requirement were related to different but specific target segments like -
All cricket fans in Bangalore (Fan following)
Cricket fans in Bangalore who fit with RC brand image (young managers and professionals)
Spectators visiting the cricket match
Brands who wants to engage with spectators watching the cricket match
The Solution: Telibrahma deployed BluFi, a Mobile Media network, which was built covering the entire cricket stadium for robust coverage. With which the spectators were provided –
Trivia on cricket, real time Match Analysis (which otherwise the spectators get only while watching TV), Images/best cricket shots from the match and fun facts.
Spectators were invited to participate in mobile contests to provide their predictions and analysis on the ongoing match to win prizes.
Spectators also received free mobile games, special promotions and offers from partnering brands all at ‘zero’ cost.
Results: The application was highly appreciated by Royal Challengers, spectators, and media. For all the brands participated engagement was achieved with a significant lower cost compared to other media. Below are some of the quantitative numbers -
Major brands like Blackberry, Britannia, Airtel, Royal Challengrs and Canara Bank engaged with target customers through the BluFi Mobile Media Network, the new platform created at the stadium
7 blackberry phones, goodies, and free tickets were given to spectators as prizes
Nearly 20% of the users downloaded content in more than 2 matches
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