Summary
Challenge
Yes, this was the first year. The overall target audience for this campaign were males and females, with focus more on males, between the age groups of 18 to 44 years. The key regions within India to be focused on were Maharashtra, Delhi, Gujrat and Karnataka The strategy here was to engage with users in a manner that was befitting the cricket atmosphere, through a batting related game. They were given the task to #ChaseTheRecord and set their own batting record through this immersive playable ad. Furthermore, to build on the momentum of the winning streak, the users were also given a voting option to show how they thought would actually win
Objective
With the upcoming cricket series of India VS South Africa being broadcasted on Start Sports, the objective was to create awareness and get maximum viewers to watch the matches. Since India was on a winning spree of 12-0, the the communication used for this campaign was #ChaseTheRecord and the same had to be leveraged in the mobile campaign as well. There was a need to build excitement among the users to see if India would continue their winning streak against South Africa Yes, this was the first year. The overall target audience for this campaign were males and females, with focus more on males, between the age groups of 18 to 44 years. The key regions within India to be focused on were Maharashtra, Delhi, Gujrat and Karnataka The strategy here was to engage with users in a manner that was befitting the cricket atmosphere, through a batting related game. They were given the task to #ChaseTheRecord and set their own batting record through this immersive playable ad. Furthermore, to build on the momentum of the winning streak, the users were also given a voting option to show how they thought would actually win
Strategy
By creating a batting related playable ad, the campaign not only leveraged the gaming ecosystem to create contextual relevance, but it also connected with cricket fans. The limited timer and play again options gave the user a chance to keep playing and set their own record for the next person to break. POKKT came up with a batting based mini game that challenged users to create their own records and compete against each other. After clicking the creative, the user got 20 seconds to play the game and score maximum runs. Then, the next user would see the maximum runs scored by the previous user and chase that record while playing. The records would keep getting set and being chased by users making it a competitive and fun game. After every 20 second game, the user was asked if India would make it 13-0 in the upcoming series. They had to vote Yes or No and then would immediately see the percentage of people who voted for each option.
Data
Solution
Results
With sports being widely watched in India, the challenge here was to get them to watch cricket. With 6.4 million impressions and an engagement rate of 15%, the campaign was a hit! The CTR of 0.52% along with an average dwell time of 30 seconds also indicated the same. Star Sports saw a spike in viewership for the India VS South Africa series, as compared to previous matched
