May 30th marks the beginning of the most-awaited cricket extravaganza – The ICC Cricket World Cup 2019. England and Wales are the host nations and the matches are going to take place over a period of 45 days.
Cricket in India – The passion, the craze, the thrill and the excitement that the spectators experience is unparallel to that of any other sport. When the Indian Cricket team plays a big game, an estimated 400 million watch the match. Every 4 years, brands in India are taken back to the drawing boards, designing engaging Cricket World Cup Promotions and campaigns. With the World Cup kicking off in less than 7 months, is your brand ready for one of the world’s biggest sporting event? Download our cricket season brochure here!
Early Bird Catches…
Since India follows cricket as it’s number one religion, it’s possible that many fans will stop watching the matches if India is out of the World Cup. Thus, brands planning a World Cup promotion might be wise to capitalize on early India matches, when most fans are willing to watch them and thereby engage with brands.
Good luck takes you places
Every Indian, a fan or not, wishes to watch a cricket game live in a stadium – for the experience. Brands can run sweepstakes around this and reward lucky customers with match tickets and a holiday to England. This also increases brand advocacy via engagement and sales. With these objectives in mind, the communication about this kind of a campaign can go across social media and other touch points like POS and e-commerce platforms. Britannia, the food producing giant, powered its biggest World Cup promotion campaign in 1999, “Britannia Khao, World Cup Jao” contest that let 100 customers win a trip to South Africa and cheer the Indian team in person in a match against Pakistan.
Hitting it out of the stadium!
There are millions of Indian cricket fans out there, who come home early from work and don’t even go to work on an important match day. While the debate still goes on of whether to watch these matches at home, at a friend’s house or a bar, one thing is certain – brands can launch interesting World Cup promotions that can target customers anywhere! Check out our cricket season special brochure here!
IPL 11 witnessed 19.4 million outdoor TV viewership as per Barc India in 2018. It is for the first time Barc has expanded television viewership measurement going beyond households and tracking out-of-home viewership in social hot spots like restaurants, pubs, and bars in select cities. This time around, we could expect a trend where more and more fans prefer going out with friends and watching matches on a big screen. World Cup promotions and contests held on-premise like bars and restaurants are a great way of engaging with fans during the season.
In 2016, during the cricket season, Kingfisher partnered with BigCity to drive multiple purchases of Kingfisher Premium bottles. We came up with an idea of a simple recharge on every bottle purchased, but with a twist. We gamified the contest, wherein customers could play 1 ball on every bottle using an SMS – and received instant recharge based on the runs (1 run = Rs.10 recharge) scored. After an over (6 beers), the customers got a ‘free hit’, which won them Kingfisher cricket merchandise. The campaign went live pan India and gained immense momentum.
Also, with remaining fans watching the game in their homes, it is important to understand that the spends on food and drinks will automatically go higher. Sectors like FMCG, e-commerce, and retail may benefit from this the most. A focus on World Cup promotions that fit the brand and rewards that fit the audience could prove to be successful. For instance, Pringles ran a promotion that involved making a Vuvuzela from a Pringles can during cricket matches and posting it on Twitter. The campaign was quite attractive as the reward offered was a Zomato GV worth Rs.2000 befitting the target group perfectly.
With this awesome opportunity that Cricket World Cup in India presents, brands can connect with their TG across sectors and touch points. For tailor-made programs for the upcoming cricket season that fit your brand, TG, and budget, talk to our experts.
Get your cricket season special brochure here!