Summary
Knight Club - Ekdam Fatafati App was launched at the start of IPL 2023 season to stay connected with KKR fans and received massive response since the launch. App was downloaded by over 50k fans in first 48 hours of the launch and was trending at no. 2 on App Store. App launch film with SRK was viewed for over 35 million times on social media organically with retention rate of 78% across all platforms.
Challenge
The primary objective was to foster a robust fan community through the Knight Club App, driving app installations and registrations while building enduring fan loyalty. The challenge lay in creating a platform that resonated with a diverse fan base, integrating innovative engagement strategies amidst increasing competition and evolving privacy norms. Uniting the dispersed fan base of Knight Riders franchises across the globe, spanning 4 leagues (IPL, CPL, ILT20, and MLC) and 5 teams (4 Men's and 1 Women's team), with a collective social footprint of over 40 million fans, all under one roof. Social media platforms' lack strategic innovation in the sports domain mainly stems from their focus on trends and creator-led content, leaving sports organizations to innovate independently. Furthermore, their heavy reliance on algorithms restricts the reach and engagement of end users and fans. Objective was to create a fan-focused digital foundation that embodies exclusive content offerings, innovative fan engagement programs, creating a second screen experience, & leveraging tech innovations that spans across the Knight Riders Group's franchisees. Additionally, exploring new sponsorship assets, enhance conversions, leverage e-commerce and e-ticketing enhancements, to refresh our commercial portfolio to drive revenue growth and position the Knight Riders Group as an Industry Leader.
Objective
In an era where digital engagement is paramount, Knight Club App embarked on a mission to revolutionize fan experience. With the sports industry rapidly evolving, driven by technology and changing consumer preferences, the need for a dynamic, fan-centric digital platform was evident. The app aimed to leverage this digital shift, addressing the challenges of sustaining fan interest year-round and differentiating in a crowded market. Knight Riders group has massive fan base across the globe with over 40 million fans on social media channels. To stay engaged and connected with these fans on regular basis, we felt there was a need to come up with the app which will keep our fans engaged through various modes like games, unique content, trivia etc. and give them money can't but experiences and gratify them for their loyalty towards the franchise.
Strategy
The Knight Club App's vision was a seamless blend of technology and fan passion. The strategy encompassed a unique mix of features: a fan club, gaming hub, match center, megastore etc. Embracing emerging trends like sustainability, diversity, and mobile engagement, the campaign tapped into evolving fan dynamics. Collaborative efforts, meticulous planning, and leveraging influencers formed the crux of this ground-breaking approach. After thorough research, Knight Club Mobile application was developed in record time and was launched ahead of IPL 2023 Season to onboard the fans and engage with them during the season when the buzz is high. To do a mega announcement for the app launch through a digital media, Bollywood film icon and legend Mr. Shah Rukh Khan and famous Radio Jockey RJ Praveen were roped in for a quirky and innovative brand AV called Pehle App which saw a massive response on the social media and helped the Knight Club App to get exceptional number of downloads. Various activities were carried out on digital media and offline through outdoor marketing for app downloads and to create awareness for the newly launched product. QR code was present on all outdoor branding creatives with CTA to download the app.
Data
The Knight Club App's strategy, aligned with the latest sports marketing trends like eSports, wearable technology integration, and content diversification, sets a new benchmark in fan engagement. Its focus on inclusivity and sustainability reflects a deep understanding of contemporary market demands and a commitment to innovation. In the first phase of the app, we received huge response from our fans across the globe. Multiple sections were created on the app for 4 different franchises so that fans can select their favourite team and receive the information only about that team. We have seen good number of fans redeeming money can't buy experiences like video call with player, player meet and greets, signed merchandise etc. through the tokens they have earned on the app by doing various activities. To keep the fans engaged, we launched various games on the app even during the off-season like team picker game during cricket world cup, quiz during Durga Puja etc. this helped in more downloads and less uninstalls during the off season. Our objective is to stay connected with the fans throughout the year and build a loyal fan base around all our franchises.
Solution
Results
The campaign's success was evident in its impressive metrics: over 200,000 downloads, high retention rates, and robust fan engagement across multiple touchpoints. The innovative use of technology and content strategy significantly enhanced fan loyalty and established the Knight Club App as a leader in digital fan engagement. Notable numbers: 1) App Launch Film: Film was viewed for over 35 million times on social media organically with retention rate of 78% across all platforms. 2) Mobile App Milestones: 50k+ downloads in first 48 hours of launch. Trended at no.2 on App Store (under sports category including fantasy gaming) during the first week and consistently was among the top 3 apps across the IPL Teams. Other milestones are mentioned below: - 4 million+ interactions - 7 million+ screen views - 200k+ downloads - 22k+ daily active fans - 20 million+ notification impressions The Knight Riders group is now equipped with a comprehensive app that caters to the needs of the fan base and provides a unified platform for engaging with our global audience. Knight Club demonstrated successful fan engagement through Loyalty program. High impressions on home screen content and gaming sections along with the increase in revenue generation through merchandise sales.
