How brands engaged with fans this cricket season
AliveNow partnered with brands across the country to bring memorable experiences to cricket fanatics nation-wide. Learn more with our top 4 picks.
Mumbai Indians: Master Slicer
As part of a multi-pronged marketing plan for the 2022 IPL season one of the league favorites the Mumbai Indians, along with sponsors Slice, launched a cricket game for fans to engage with. Slice, a modern fintech company built for India’s youngsters, used the game to give away “Monies” as prizes — a currency in their finance app encouraging new user acquisition and app downloads.
The game was deployed on the Mumbai Indians’ website and mobile application that has a significant number of active users during the IPL season. They targeted their most loyal fans and their first circles, letting them challenge friends, play the game and get rewarded for their time and loyalty. They were able to generate some incredible numbers with smart promotions across social media channels Instagram, Facebook and Twitter, making it a collaborative success for all parties involved — while the important outcomes were achieved, the fans had all the fun!
Give the game a try: http://mumbaiindians.com/master-slicer
Tata: IPL 2022
For IPL 2022, Tata wanted to engage fans and followers with a fun Instagram AR game that converted them into wicket keepers by adding 3D helmets and gloves. The main challenge was to catch as many deliveries as possible by moving their head sideways. The user was beautifully segmented into an environment that has a stadium in the background and the pitch at the bottom. Within the given time of 30 seconds, players had to catch as many balls coming their way and share their high scores on their story, tagging Tata and their friends to win jerseys and tickets to matches, etc.
Incredible UGC was created as the filter was promoted on multiple social platforms and many influencers and followers participated in the challenge that helped it reach more users organically, who then shared their high scores on their stories making it a huge success.
Give it a try here — www.instagram.com/ar/1915010348689431
Boost: Game Stamina Ka
Boost’s Game ‘Stamina Ka Campaign’ was focused on reiterating their legacy with cricket being a game of stamina and not genders. The brand took many interesting creative approaches to spread the message during the cricket season. As a part of the messaging, they used an Instagram AR filter to seed the campaign through influencers. The ‘Stamina Ka Campaign’ Instagram AR filter prompts the users to pose for different batting strokes and ends with the main campaign message — ‘Game Ladke Ladkiyon ka Nahin, Stamina ka Hai’ (Translation: the game is not about boy or girl, it’s about stamina).
Boost received over 17 million impressions by collaborating with many influencers, including players from the Indian Women Cricket team, which resulted in viral reels being generated using the Game Stamina Ka AR filter to reinforce the brand message to the audience in a very compelling way.
Click here to try the filter: https://www.instagram.com/ar/494739108273429/
Lucknow Super Giants x Too Yumm!: Stadium Crunch
With ‘Too Yumm!’ as its official snacking partner this IPL season, the Lucknow Super Giants launched an immersive Instagram AR game that illustrates the partnership and creates a great way for the brand to garner authentic UGC.
Deployed on the team’s Instagram account, the game teleports IPL fans to a 360° stadium in AR where they’re challenged to look for Too Yumm! packs within the environment to score runs within a stipulated amount of time, share a screenshot of their score to their story & stand a chance to be featured on the account!
Give it a try: https://www.instagram.com/ar/682884806281892
