MUMBAI: Digital marketers and new age advertisers were quite in frenzy when Facebook introduced its new product called Canvas at Cannes last year and subsequently launched it globally in February 25 2016. And why not? Canvas allowed advertisers to combine video, photographs and copy in an ad promising an immersive experience for the consumers. It was based off the very root of all digital marketers’ worry — intrusive ads that are point blank disliked by consumers.
It’s not a secret that YouTube’s ‘Skip Ad’ button is probably the most clicked button ever, not to mention the high bounce rates at sites with too many full page ads, be it desktop or mobile; perhaps more so on mobile advertising due to the limited space on screen.
The challenge was simple — how to create engaging experiences through ads so that people, instead of being put off by them, willingly spend more time on the platform.
“We’re committed to building great mobile experiences for people and doing so also opens up new creative possibilities for advertisers. We’ve invested in engaging experiences like video and the carousel format to empower advertisers with more creative space to share their brand and products on mobile,” Facebook had shared then. The project was brought to life after a collaboration of the advertising community, Facebook Engineers, Designers, and Creative Shop– all working together in a constant feedback loop.
“This space was designed and invented and inspired by our relationship with the creative community,” Facebook, CCO Mark D’Arcy was earlier heard stating.
It’s been a little over two months and within these two months, 186 countries have experienced Canvas with US, Brazil, Mexico, Italy, UK, France, Thailand, Germany, Turkey, India being the top 10 countries.
Facebook has already achieved a significant amount of what it aimed at, as per the data the social media giant shared with Indiantelevision.com. In the past three months, people have spent more than 100 years of time in Canvases and people spend an average of 31 seconds in Canvas.
The other USP feature of Canvas is its ease of use to create a dynamic ad for mobile, just what the SMEs needed.
“Teams simplified the creation experience to six core elements that we heard were the building blocks that people cared about and provided enough creative freedom to build compelling experiences such as — headers, photos, videos, text, buttons, and carousels,” Facebook explained in an official statement, and as per its freshly gathered data 50 per cent of the Facebook ads created on canvas are done in 10 minutes or less time.
Facebook’s internal user engagement behaviour data was a huge help in guiding the developers address some of the major issues consumers faced on Facebook while interacting with engaging advertisements on mobile.
“One of the major feedbacks on mobile ads was that ‘Videos took too long to load.’ For this the team made a huge shift to re-architect all of our client renderings to enable content to load faster and progressively fetch elements in a Canvas as they were needed (rather than downloading the whole thing.) We made video compression much more efficient,” shared a Facebook Canvas representative, acknowledging the importance of videos in today’s two way communication on mobile. Interestingly canvasses also allowed advertisers to intervene in real time and improve their canvas ads based on feedback and data responses.
MUMBAI: Digital marketers and new age advertisers were quite in frenzy when Facebook introduced its new product called Canvas at Cannes last year and subsequently launched it globally in February 25 2016. And why not? Canvas allowed advertisers to combine video, photographs and copy in an ad promising an immersive experience for the consumers. It was based off the very root of all digital marketers’ worry — intrusive ads that are point blank disliked by consumers.
It’s not a secret that YouTube’s ‘Skip Ad’ button is probably the most clicked button ever, not to mention the high bounce rates at sites with too many full page ads, be it desktop or mobile; perhaps more so on mobile advertising due to the limited space on screen.
The challenge was simple — how to create engaging experiences through ads so that people, instead of being put off by them, willingly spend more time on the platform.
“We’re committed to building great mobile experiences for people and doing so also opens up new creative possibilities for advertisers. We’ve invested in engaging experiences like video and the carousel format to empower advertisers with more creative space to share their brand and products on mobile,” Facebook had shared then. The project was brought to life after a collaboration of the advertising community, Facebook Engineers, Designers, and Creative Shop– all working together in a constant feedback loop.
“This space was designed and invented and inspired by our relationship with the creative community,” Facebook, CCO Mark D’Arcy was earlier heard stating.
It’s been a little over two months and within these two months, 186 countries have experienced Canvas with US, Brazil, Mexico, Italy, UK, France, Thailand, Germany, Turkey, India being the top 10 countries.
Facebook has already achieved a significant amount of what it aimed at, as per the data the social media giant shared with Indiantelevision.com. In the past three months, people have spent more than 100 years of time in Canvases and people spend an average of 31 seconds in Canvas.
The other USP feature of Canvas is its ease of use to create a dynamic ad for mobile, just what the SMEs needed.
“Teams simplified the creation experience to six core elements that we heard were the building blocks that people cared about and provided enough creative freedom to build compelling experiences such as — headers, photos, videos, text, buttons, and carousels,” Facebook explained in an official statement, and as per its freshly gathered data 50 per cent of the Facebook ads created on canvas are done in 10 minutes or less time.
Facebook’s internal user engagement behaviour data was a huge help in guiding the developers address some of the major issues consumers faced on Facebook while interacting with engaging advertisements on mobile.
“One of the major feedbacks on mobile ads was that ‘Videos took too long to load.’ For this the team made a huge shift to re-architect all of our client renderings to enable content to load faster and progressively fetch elements in a Canvas as they were needed (rather than downloading the whole thing.) We made video compression much more efficient,” shared a Facebook Canvas representative, acknowledging the importance of videos in today’s two way communication on mobile. Interestingly canvasses also allowed advertisers to intervene in real time and improve their canvas ads based on feedback and data responses.
NEW DELHI: Inshorts, the news app which attempts to give news briefly, has for the first time launched a video commercial to boost awareness about its short form content value proposition.
The brand campaign on YouTube has been executed by Cheil India and the ad targets urban news consumers in the age group of 18 to 35 who value brevity and time.
Carrying the tagline – ‘Short mein jaano’, the campaign captures real life situations where the protagonists get frustrated from people around them who waste time in beating around the bush instead of communicating to the point.
The video commercial revolves around a bomb squad commando stuck in a situation of urgency, awaiting instructions from his senior, to take necessary action. It is only after a series of unimportant information that the commando is guided about the course of action he was looking for all along.
Inshorts, through its 60-word shorts, provides users a unique content discovery experience that allows them to read a lot of news items in short, in very little time. With just a few swipes, at a time and place of their convenience, consumers can keep abreast with all the important news of the day.
Inshorts CEO and co-founder Azhar Iqubal said, “Being an internet company, we are launching our campaign online first and intend to go all out with ATL and BTL campaigns later. Through this TVC, we hope to highlight the Inshorts value proposition of keeping its users updated with simple, factual and to-the-point content which can be consumed in minimum time.”
The commercial has been directed by Gajraj Rao, produced by Code Red Films and conceptualized by Cheil India. The four-week long campaign will go live on digital and social platforms like Google, YouTube, Facebook, Instagram, etc.
Cheil India executive creative director Aneesh Jaisinghani said: “When you have a great product like the Inshorts app, a veteran director like Gajaraj Rao, super talented actors like Rajesh Sharma, Nikhil Ratnaparkhi and Sumit Gulati, a few things are guaranteed, a ball of a shoot and a couple of awesome TV commercials. Hope the viewers enjoy watching them as much as we enjoyed making them”
NEW DELHI: Inshorts, the news app which attempts to give news briefly, has for the first time launched a video commercial to boost awareness about its short form content value proposition.
The brand campaign on YouTube has been executed by Cheil India and the ad targets urban news consumers in the age group of 18 to 35 who value brevity and time.
Carrying the tagline – ‘Short mein jaano’, the campaign captures real life situations where the protagonists get frustrated from people around them who waste time in beating around the bush instead of communicating to the point.
The video commercial revolves around a bomb squad commando stuck in a situation of urgency, awaiting instructions from his senior, to take necessary action. It is only after a series of unimportant information that the commando is guided about the course of action he was looking for all along.
Inshorts, through its 60-word shorts, provides users a unique content discovery experience that allows them to read a lot of news items in short, in very little time. With just a few swipes, at a time and place of their convenience, consumers can keep abreast with all the important news of the day.
Inshorts CEO and co-founder Azhar Iqubal said, “Being an internet company, we are launching our campaign online first and intend to go all out with ATL and BTL campaigns later. Through this TVC, we hope to highlight the Inshorts value proposition of keeping its users updated with simple, factual and to-the-point content which can be consumed in minimum time.”
The commercial has been directed by Gajraj Rao, produced by Code Red Films and conceptualized by Cheil India. The four-week long campaign will go live on digital and social platforms like Google, YouTube, Facebook, Instagram, etc.
Cheil India executive creative director Aneesh Jaisinghani said: “When you have a great product like the Inshorts app, a veteran director like Gajaraj Rao, super talented actors like Rajesh Sharma, Nikhil Ratnaparkhi and Sumit Gulati, a few things are guaranteed, a ball of a shoot and a couple of awesome TV commercials. Hope the viewers enjoy watching them as much as we enjoyed making them”
Comprehensive showcase of latest content protection and cloud/IP technologies enable a secure, engaging and everywhere pay-TV experience for consumers
Cheseaux, Switzerland And Singapore – May 24, 2016 – Nagra, a Kudelski Group (SIX:KUD.S) company and the world’s leading independent provider of content protection and multiscreen television solutions, will be at Communicasia 2016, From May 31-June 3 In Singapore, highlighting new growth opportunities and IP-based strategies designed to help the region’s pay-TV operators deliver a secure, engaging and everywhere experience to consumers. Nagra will be located on booth 1H-214, along with Kudelski Group subsidiaries Conax and Smardtv, at the Marine Bay Sands convention.
“Pay-TV Operators, particularly in the asia-pacific region, are at the crossroads of exciting new opportunities to reach consumers on any screen, anytime and anywhere, as well as engage into a more interactive viewer relationship,” said Stéphane Le Dréau, Nagra’s general manager for Southeast Asia. “Largely driven by the accelerated adoption of IP-based delivery networks, these opportunities also bring about new technical challenges – from content protection to the consumer experience – where Nagra is uniquely positioned to help. We look forward to unveiling our latest innovations and demonstrating how service providers can embrace the new IP environment.”
Nagra’s technology showcase will feature the award-winning intuiTV solution, a managed cloud-based platform that can be configured with a full line-up of premium content and advanced TV services featuring live TV, VOD, SVOD services (like Netflix and YouTube), PVR/nPVR, social TV and other standard TV features such as search and recommendation (including voice) – all accessible via an innovative streaming device, ‘swipe-to-tune’ user interface and a contextual, programmable e-ink remote control.
Visitors will also learn about Nagra’s growing footprint in the Asia-Pacific region and see latest deployments of the MediaLive Suite, including OpenTV 5 connectware and Nagra’s set-top box reference solution for Netflix which was recently deployed at StarHub in Singapore. Such innovations have enabled operators to deploy next generation services – from basic to more advanced – and expand their offering by enabling them, for instance, to seamlessly integrate SVOD services in their content line-up through a single user interface and TV input.
New developments in content protection will complement the showcase and feature anyCAST’s unique adaptive security concept which comprehensively addresses all devices and use cases for a new generation of enhanced content, featuring connected security, 4K content protection and watermarking. Nagra anyCAST gives pay-TV service providers the industry’s largest and most trusted range of conditional access (CAS) and digital rights management (DRM) solutions. Using a single Security Services Platform, Nagra anyCAST seamlessly controls an entire range of cardless, card-based, embedded and two-way connected secure clients as well as 3rd-party DRMs, enabling any service provider to create the perfect security solution for their network or combination of networks.
Comprehensive showcase of latest content protection and cloud/IP technologies enable a secure, engaging and everywhere pay-TV experience for consumers
Cheseaux, Switzerland And Singapore – May 24, 2016 – Nagra, a Kudelski Group (SIX:KUD.S) company and the world’s leading independent provider of content protection and multiscreen television solutions, will be at Communicasia 2016, From May 31-June 3 In Singapore, highlighting new growth opportunities and IP-based strategies designed to help the region’s pay-TV operators deliver a secure, engaging and everywhere experience to consumers. Nagra will be located on booth 1H-214, along with Kudelski Group subsidiaries Conax and Smardtv, at the Marine Bay Sands convention.
“Pay-TV Operators, particularly in the asia-pacific region, are at the crossroads of exciting new opportunities to reach consumers on any screen, anytime and anywhere, as well as engage into a more interactive viewer relationship,” said Stéphane Le Dréau, Nagra’s general manager for Southeast Asia. “Largely driven by the accelerated adoption of IP-based delivery networks, these opportunities also bring about new technical challenges – from content protection to the consumer experience – where Nagra is uniquely positioned to help. We look forward to unveiling our latest innovations and demonstrating how service providers can embrace the new IP environment.”
Nagra’s technology showcase will feature the award-winning intuiTV solution, a managed cloud-based platform that can be configured with a full line-up of premium content and advanced TV services featuring live TV, VOD, SVOD services (like Netflix and YouTube), PVR/nPVR, social TV and other standard TV features such as search and recommendation (including voice) – all accessible via an innovative streaming device, ‘swipe-to-tune’ user interface and a contextual, programmable e-ink remote control.
Visitors will also learn about Nagra’s growing footprint in the Asia-Pacific region and see latest deployments of the MediaLive Suite, including OpenTV 5 connectware and Nagra’s set-top box reference solution for Netflix which was recently deployed at StarHub in Singapore. Such innovations have enabled operators to deploy next generation services – from basic to more advanced – and expand their offering by enabling them, for instance, to seamlessly integrate SVOD services in their content line-up through a single user interface and TV input.
New developments in content protection will complement the showcase and feature anyCAST’s unique adaptive security concept which comprehensively addresses all devices and use cases for a new generation of enhanced content, featuring connected security, 4K content protection and watermarking. Nagra anyCAST gives pay-TV service providers the industry’s largest and most trusted range of conditional access (CAS) and digital rights management (DRM) solutions. Using a single Security Services Platform, Nagra anyCAST seamlessly controls an entire range of cardless, card-based, embedded and two-way connected secure clients as well as 3rd-party DRMs, enabling any service provider to create the perfect security solution for their network or combination of networks.
MUMBAI: In a move to spread awareness about the brand and increase consumer adoption, Viacom’s Over-The-Top platform VOOT has rolled out three national marketing campaigns. The campaigns have been launched with the objective of making the platform a preferred destination for quality entertainment content consumption through over the top services.
Conceptualised by Mullen Lintas and directed Vinil Mathew of Breathless Films, the campaigns cater to multiple target groups expanding from kids to adults. With a new tagline which says Wanting Wanting, the service wants to urge, excite and make its viewers restless for addictive content which if started to consume is unstoppable. The catchy jingle ‘what to do, VOOT to do, wanting wanting’ is given by Amar Mangrulkar.
Through these campaigns, the platform wants to deliver content as per the viewers ‘wanting’ in any lengths from favourite shows to characters to larger preferences like an entire genre. With over 17,000 hours of programming across languages and genres, the venture also aims at adding 10,000 hours of content every year.
Commenting on the launch Viacom18 Digital Ventures COO Gaurav Gandhi said, “Content is at the heart of this business and therefore our marketing campaign also needed to revolve around the addictive nature of the content available on VOOT. All our efforts have been to create the VOOT experience both in terms of content and the product offering that will leave our viewers addicted and therefore keep coming back for more anytime and anywhere. And that is the singular message that you will see in all our communication. You are most happy when you VOOT, but being away from VOOT will leave you restless and wanting wanting for more.”
Following a time weighted viewing content strategy, the films features different protagonists watching their favourite content on the platform completely engrossed and the viewing gets interrupted because of a situation that is not in their control. And they are forced to move away from their phone. While the interruption continues, each protagonist is shown to be helplessly looking back at his/her phone screen with the content playing on it. With every passing second that keeps them away from the phone, the agony increases and the craving to getting back to their show becomes unbearable. There comes an inflection point when they can’t wait anymore and the burst of restlessness leads to a dive towards their phone and start VOOTing again.
VOOT has a categorically segmented content library into three parts with catch-up TV, talks, etc for one group, originals that can connect to the digital and younger audiences and kids content as the third focus. The platform has also formulated a kid’s activation plan which will be rolled-out in sometime.
“With the kind of content VOOT plans to offer and the anytime, anywhere access to it, we wanted the brand to take the high ground on entertainment. The greatest attribute of good quality content that is available on your terms can be quite addictive. Hence through this campaign, the brand promises that the content will be extremely good and the viewers will never want to be away from it. We are excited with the way the entire campaign has shaped up”, added Mullen Lintas executive VP Ayyappan Raj.
When asked about the reaction from advertisers Gandhi asserted, “We are getting a phenomenal response from the advertisers. Many brands have showed interest to get on board. We will have some deals locked by June”. He also mentioned that the ad rates on VOOT service are on similar grounds to its other two major competitors in this space.
With an aggressive campaign plan spanning over 12 months’ time, the company plans to initiate its digital marketing from 18 May followed by TV promotions on 19 May. The trade will be pushed outdoors, on radio and print and across the entire network as well as several other channels in Hindi movies, English movie, news, kids, infotainment, lifestyle and music channels across languages. The massive digital push also includes takeover of home pages of TOI, MSN, Rediff, Dailyhunt and the Youtube masthead. Though the marketing will be a pan-India initiative, special focus will be emphasised on the top six markets of Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Ahmedabad.
“We are going to market it across genres, languages, all our channels, outdoor, print, radio, social media, etc. We want to increase awareness of what the brand stands for and what VOOT has in store to offer. We are a brand for everyone and want people to come to us so that we can solve their problem”, said Viacom18 Digital Ventures head of marketing and partnerships Akash Banerji.
Further strengthening its content library, the platform has also launched two original web-series namely Chinese Bhassad, written by Raahil Qaazi and directed and produced by Saurabh Tewari and a chat show with Alok Nath titled Sinskari produced by Monozygotic. It will also launch two more originals, a mocumentary film Badman starring Gulshan Grover and Soadies, a sitcom tribute to the iconic reality show Roadies which stars Baba Sehgal.
MUMBAI: In a move to spread awareness about the brand and increase consumer adoption, Viacom’s Over-The-Top platform VOOT has rolled out three national marketing campaigns. The campaigns have been launched with the objective of making the platform a preferred destination for quality entertainment content consumption through over the top services.
Conceptualised by Mullen Lintas and directed Vinil Mathew of Breathless Films, the campaigns cater to multiple target groups expanding from kids to adults. With a new tagline which says Wanting Wanting, the service wants to urge, excite and make its viewers restless for addictive content which if started to consume is unstoppable. The catchy jingle ‘what to do, VOOT to do, wanting wanting’ is given by Amar Mangrulkar.
Through these campaigns, the platform wants to deliver content as per the viewers ‘wanting’ in any lengths from favourite shows to characters to larger preferences like an entire genre. With over 17,000 hours of programming across languages and genres, the venture also aims at adding 10,000 hours of content every year.
Commenting on the launch Viacom18 Digital Ventures COO Gaurav Gandhi said, “Content is at the heart of this business and therefore our marketing campaign also needed to revolve around the addictive nature of the content available on VOOT. All our efforts have been to create the VOOT experience both in terms of content and the product offering that will leave our viewers addicted and therefore keep coming back for more anytime and anywhere. And that is the singular message that you will see in all our communication. You are most happy when you VOOT, but being away from VOOT will leave you restless and wanting wanting for more.”
Following a time weighted viewing content strategy, the films features different protagonists watching their favourite content on the platform completely engrossed and the viewing gets interrupted because of a situation that is not in their control. And they are forced to move away from their phone. While the interruption continues, each protagonist is shown to be helplessly looking back at his/her phone screen with the content playing on it. With every passing second that keeps them away from the phone, the agony increases and the craving to getting back to their show becomes unbearable. There comes an inflection point when they can’t wait anymore and the burst of restlessness leads to a dive towards their phone and start VOOTing again.
VOOT has a categorically segmented content library into three parts with catch-up TV, talks, etc for one group, originals that can connect to the digital and younger audiences and kids content as the third focus. The platform has also formulated a kid’s activation plan which will be rolled-out in sometime.
“With the kind of content VOOT plans to offer and the anytime, anywhere access to it, we wanted the brand to take the high ground on entertainment. The greatest attribute of good quality content that is available on your terms can be quite addictive. Hence through this campaign, the brand promises that the content will be extremely good and the viewers will never want to be away from it. We are excited with the way the entire campaign has shaped up”, added Mullen Lintas executive VP Ayyappan Raj.
When asked about the reaction from advertisers Gandhi asserted, “We are getting a phenomenal response from the advertisers. Many brands have showed interest to get on board. We will have some deals locked by June”. He also mentioned that the ad rates on VOOT service are on similar grounds to its other two major competitors in this space.
With an aggressive campaign plan spanning over 12 months’ time, the company plans to initiate its digital marketing from 18 May followed by TV promotions on 19 May. The trade will be pushed outdoors, on radio and print and across the entire network as well as several other channels in Hindi movies, English movie, news, kids, infotainment, lifestyle and music channels across languages. The massive digital push also includes takeover of home pages of TOI, MSN, Rediff, Dailyhunt and the Youtube masthead. Though the marketing will be a pan-India initiative, special focus will be emphasised on the top six markets of Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Ahmedabad.
“We are going to market it across genres, languages, all our channels, outdoor, print, radio, social media, etc. We want to increase awareness of what the brand stands for and what VOOT has in store to offer. We are a brand for everyone and want people to come to us so that we can solve their problem”, said Viacom18 Digital Ventures head of marketing and partnerships Akash Banerji.
Further strengthening its content library, the platform has also launched two original web-series namely Chinese Bhassad, written by Raahil Qaazi and directed and produced by Saurabh Tewari and a chat show with Alok Nath titled Sinskari produced by Monozygotic. It will also launch two more originals, a mocumentary film Badman starring Gulshan Grover and Soadies, a sitcom tribute to the iconic reality show Roadies which stars Baba Sehgal.
MUMBAI: Come a new Indian Premiere League season and every sponsor and brand associate is ready to go all guns blazing and make the best out of every penny they have invested in this magnum opus of a cricketing tournament.
According to reports, somewhere between Rs 1000 crore to Rs 1,200 crore is being spent on advertising and sponsorship this IPL season. With over 80 sponsors riding on, there is no doubt that the campaign space surrounding IPL 9 is nothing short of war zone. To cut above the noise, brands are looking to digital media to allow them to be innovative with their brand communication. Having a branding presence on the jersey or standing out with on ground sponsorship is no longer enough to feel reassured at your marketing efforts, unless it is packaged effectively with online engagement with IPL fans, because 70 per cent fans bring their mobile devices to share in stadia experiences and 46 percent mobile internet users search for sporting events and news (Source: ESP Properties- SportzPower Report 2016).
Therefore social media platforms such as Facebook, Twitter and Instagram are playing a major role in leveraging the brand’s online presence this IPL season. At the same time, thanks to IPL, the over conversations and user engagements on these social media platforms have also increased manifold.
“After a successful partnership at the previous IPL edition where more than 29 million (2.9 crore) people engaged on Facebook, for the first time this season IPL, fans can support their favourite teams by adding exclusive frames – something that fans have already done more that 7.5 million (75 lakh) times so far. People will also have an opportunity to express their support through exciting features like dedicated prompts featuring an all new custom icon to let their friends know they’re watching the game. With Facebook Live fans are able to get closer to the action than ever before and on match days fans can watch videos and see images directly from the stadium and relive key moments from the IPL Facebook page and Instagram accounts,” shared Facebook India sports — strategic partner development head Asha Thacker.
Twitter is the other social media giant that is driving the brands’ digital presence this IPL. YouTube, on the other hand, redefines the experience of watching and enjoying IPL through live chat making it more social and further integrating it with Google+.
To keep their fans engaged popular cricket stars such as Virat Kohli and Yuvraj Sigh are also actively present on social media, driving the fanfare. As per data collected from Instagram, Top Players on Instagram were Virat Kolhi with 3 million impressions (30 lakh), followed by AB de Villiers and Yuvraj Singh with 1 million (10 lakh) impression each. When it came to Facebook, the most popular player is Virat Kolhi, with Yuvraj Singh on the second spot and Rohit Sharma as third.
Unlike last few seasons of IPL, it isn’t the title sponsor that is making the most impressions on social media during IPL season 9 till now, but Vodafone, which is stealing the online show with its aggressive digital marketing. According to Maxus’ MESH data, Vodafone continues to be at the number one spot with its new ‘Super Dad’ spot that promotes SuperNet. It was the most talked about ad in between 30th April and 6 May with a clear lead from the rest of the contenders when it comes to driving online presence. Its hashtags #hakkeBakke and #besuper hashtag got attention on Twitter, too.
The brand has also launched the SuperFan contest which it is promoting through a dedicated microsite. Using Facebook to its advantage, Vodafone has launched several Facebook only content on its pages, where winners of the contest can share their ‘Superfan Life’ photos and videos.
Title sponsor Vivo has its own innovative way to grab the attention of the netizens. Riding on the popular culture of betting and predictions amongst cricket fans, the Chinese technology giant has started an interactive website VIVO Power Play that allows users to predict winners of every match. The brand is heavily promoting its ‘gaming’ platform through Twitter, Facebook and other social media platforms.
Moreover the brand’s recently launched campaign Ek India Happywalla also garnered huge traction through social media making it the second most talked about campaign between April 30 and 6 May.
Apart from VIVO, several other mobile manufacturers are also using the IPL fanfare to their advantage to gain visibility in the market. A good example is Chinese manufacturer Oppo that has done an excellent job in marketing its new product, with the #OppoCameraPhone becoming the third most talked about campaign on the social media.
United Breweries’ flagship alco beverage brand Kingfisher has also ensured a strong presence this IPL season by signing deals with multiple teams.
In the two and a half weeks since the beginning of the season, Kingfisher has already integrated the use of Boomerang & MSQRD apps. Users have created their own content through these apps as responses to calls-to-action from the brand, which were then amplified through brand social handles. The annual brand cricket TVC, which has taken on an iconic status thanks to the Oo La La La Le O jingle, is pushed out to a focused target group through precise targeting and planning, making sure the #UnitedByGoodTimes message reaches a relevant audience.
“Our association with Facebook is deeper and wider than ever before. Newer younger consumers are looking for compelling narratives, smarter technology and disruptive messaging. Not only are they digitally enabled, they are also mobile first. Kingfisher and Facebook have come together to address precisely this consumer behaviour over the biggest and most loved sporting event in India, cricket. Kingfisher fans can look forward to ‘’Money can’t buy’’ experiences on Facebook,” shared United Breweries, SVP Marketing, Samar Singh Sheikhawat.
Not just the eCommerce and digitally inclined brands like Kingfisher which focus on youth, but several FMCG brands like associate sponsor of Rising Pune Supergiants, Cargill Foods India, has joined the digital marketing bandwagon this season with their association with the sporting league.
“We have initiated several promotions on digital platforms to engage with our consumers and with the trade community. The Gemini Facebook page has a lot of content on the IPL season. We have also done activation for Cargill employees, wherein players’ cut-outs are placed at multiple locations in our offices. People can click pictures and share the same on their social network by tagging the Gemini page and stand a chance to win prizes. Apart from this, we are also running a recipe contest on our Facebook and YouTube pages. The winning entry will get a chance to make the Pune team members taste their recipe,” said Cargill Foods India CMO Neelima Burra.
Brand IPL has itself maintained a strong presence on social networks this season. Between April 7 to April 20, Facebook witnessed 8 million (80 lakh) Profile Frames being used as this is also the first time this season IPL Fans can support their favourite teams by adding exclusive frames. Moreover 14.2 million (1.42 crore) people generated 111 million (11.1 crore) interactions around the Indian Premier League.
MUMBAI: Come a new Indian Premiere League season and every sponsor and brand associate is ready to go all guns blazing and make the best out of every penny they have invested in this magnum opus of a cricketing tournament.
According to reports, somewhere between Rs 1000 crore to Rs 1,200 crore is being spent on advertising and sponsorship this IPL season. With over 80 sponsors riding on, there is no doubt that the campaign space surrounding IPL 9 is nothing short of war zone. To cut above the noise, brands are looking to digital media to allow them to be innovative with their brand communication. Having a branding presence on the jersey or standing out with on ground sponsorship is no longer enough to feel reassured at your marketing efforts, unless it is packaged effectively with online engagement with IPL fans, because 70 per cent fans bring their mobile devices to share in stadia experiences and 46 percent mobile internet users search for sporting events and news (Source: ESP Properties- SportzPower Report 2016).
Therefore social media platforms such as Facebook, Twitter and Instagram are playing a major role in leveraging the brand’s online presence this IPL season. At the same time, thanks to IPL, the over conversations and user engagements on these social media platforms have also increased manifold.
“After a successful partnership at the previous IPL edition where more than 29 million (2.9 crore) people engaged on Facebook, for the first time this season IPL, fans can support their favourite teams by adding exclusive frames – something that fans have already done more that 7.5 million (75 lakh) times so far. People will also have an opportunity to express their support through exciting features like dedicated prompts featuring an all new custom icon to let their friends know they’re watching the game. With Facebook Live fans are able to get closer to the action than ever before and on match days fans can watch videos and see images directly from the stadium and relive key moments from the IPL Facebook page and Instagram accounts,” shared Facebook India sports — strategic partner development head Asha Thacker.
Twitter is the other social media giant that is driving the brands’ digital presence this IPL. YouTube, on the other hand, redefines the experience of watching and enjoying IPL through live chat making it more social and further integrating it with Google+.
To keep their fans engaged popular cricket stars such as Virat Kohli and Yuvraj Sigh are also actively present on social media, driving the fanfare. As per data collected from Instagram, Top Players on Instagram were Virat Kolhi with 3 million impressions (30 lakh), followed by AB de Villiers and Yuvraj Singh with 1 million (10 lakh) impression each. When it came to Facebook, the most popular player is Virat Kolhi, with Yuvraj Singh on the second spot and Rohit Sharma as third.
Unlike last few seasons of IPL, it isn’t the title sponsor that is making the most impressions on social media during IPL season 9 till now, but Vodafone, which is stealing the online show with its aggressive digital marketing. According to Maxus’ MESH data, Vodafone continues to be at the number one spot with its new ‘Super Dad’ spot that promotes SuperNet. It was the most talked about ad in between 30th April and 6 May with a clear lead from the rest of the contenders when it comes to driving online presence. Its hashtags #hakkeBakke and #besuper hashtag got attention on Twitter, too.
The brand has also launched the SuperFan contest which it is promoting through a dedicated microsite. Using Facebook to its advantage, Vodafone has launched several Facebook only content on its pages, where winners of the contest can share their ‘Superfan Life’ photos and videos.
Title sponsor Vivo has its own innovative way to grab the attention of the netizens. Riding on the popular culture of betting and predictions amongst cricket fans, the Chinese technology giant has started an interactive website VIVO Power Play that allows users to predict winners of every match. The brand is heavily promoting its ‘gaming’ platform through Twitter, Facebook and other social media platforms.
Moreover the brand’s recently launched campaign Ek India Happywalla also garnered huge traction through social media making it the second most talked about campaign between April 30 and 6 May.
Apart from VIVO, several other mobile manufacturers are also using the IPL fanfare to their advantage to gain visibility in the market. A good example is Chinese manufacturer Oppo that has done an excellent job in marketing its new product, with the #OppoCameraPhone becoming the third most talked about campaign on the social media.
United Breweries’ flagship alco beverage brand Kingfisher has also ensured a strong presence this IPL season by signing deals with multiple teams.
In the two and a half weeks since the beginning of the season, Kingfisher has already integrated the use of Boomerang & MSQRD apps. Users have created their own content through these apps as responses to calls-to-action from the brand, which were then amplified through brand social handles. The annual brand cricket TVC, which has taken on an iconic status thanks to the Oo La La La Le O jingle, is pushed out to a focused target group through precise targeting and planning, making sure the #UnitedByGoodTimes message reaches a relevant audience.
“Our association with Facebook is deeper and wider than ever before. Newer younger consumers are looking for compelling narratives, smarter technology and disruptive messaging. Not only are they digitally enabled, they are also mobile first. Kingfisher and Facebook have come together to address precisely this consumer behaviour over the biggest and most loved sporting event in India, cricket. Kingfisher fans can look forward to ‘’Money can’t buy’’ experiences on Facebook,” shared United Breweries, SVP Marketing, Samar Singh Sheikhawat.
Not just the eCommerce and digitally inclined brands like Kingfisher which focus on youth, but several FMCG brands like associate sponsor of Rising Pune Supergiants, Cargill Foods India, has joined the digital marketing bandwagon this season with their association with the sporting league.
“We have initiated several promotions on digital platforms to engage with our consumers and with the trade community. The Gemini Facebook page has a lot of content on the IPL season. We have also done activation for Cargill employees, wherein players’ cut-outs are placed at multiple locations in our offices. People can click pictures and share the same on their social network by tagging the Gemini page and stand a chance to win prizes. Apart from this, we are also running a recipe contest on our Facebook and YouTube pages. The winning entry will get a chance to make the Pune team members taste their recipe,” said Cargill Foods India CMO Neelima Burra.
Brand IPL has itself maintained a strong presence on social networks this season. Between April 7 to April 20, Facebook witnessed 8 million (80 lakh) Profile Frames being used as this is also the first time this season IPL Fans can support their favourite teams by adding exclusive frames. Moreover 14.2 million (1.42 crore) people generated 111 million (11.1 crore) interactions around the Indian Premier League.
