Leave apart the hype that was involved in the India vs Australia match in Carlton Series, the major attraction of the match for Indians was the new jersey for the team. Most of us already got to know about this new jersey that has been designed by Nike specially for Indian team’s foray in the upcoming World Cup’15. The key attraction of the jersey is that each jersey is made of 33 recyclable bottles. Craze amongst Indian fans for the World Cup’15 jersey is needless to mention, which Star Sports India capitalized upon.
Star Sports India came up with an interesting contest. You may wonder what was special about it. Right at the beginning of the cricket match it was announced that ten questions will be asked throughout the match and fans need to answer them on Twitter by replying to @StarSportsIndia with hashtag #OwnTheJersey. All these ten questions were spread across the match (five per innings) and announced by commentators at respective time. During the innings the five questions were spread across each major stage of the innings – 1) PowerPlay-1, 2) Middle Overs -1, 3) Middle Overs-2, 4) PowerPlay-2, 5) Slog Overs.
The key highlight was these questions were repeated on Star Sports India Twitter handle, so as a fan if you missed watching TV at the moment when question was being asked, you would lose the opportunity to know about it. This I think was a smart move by Star Sports India to make fans glued to the TV sets across the whole match. However, the excitement was built on Star Sports India Twitter handle.
During the innings break Star Sports India ensured the excitement was well maintained with the below tweet.
Unlike other brands who in the recent past were splurging money to get that first spot on Twitter trendlist, Star Sports India thought through a well-integrated contest which in no time ensured that the campaign hashtag started trending on Twitter within few hours of the match. As and when this blogpost was written, the hashtag had already gained over 750 tweets contributing about 1.97 million impressions (Source: Keyhole) since morning.
1) We have often discussed at length about integrating multiple devices during key events to get the word of mouth reach distance. Efforts like these should be a good learning opportunity of other brands.
2) No need to always depend on paid initiatives if you have strong attraction. Just leverage the occasion to the best
3) Integrate the key service offering with the campaign