Cricket tournaments in India, have only grown in popularity and bring together an engaged cricket-crazy audience together. A ready audience for a brand like Kingfisher, which has always been closely associated with cricket. During the upcoming cricket season, Kingfisher was looking to engage their audience and increase sales of their Kingfisher Premium 750 ml bottles.
Given the ongoing cricket season, we delivered a gamified contest where a customer could play one ball on every purchase of a Kingfisher Premium bottle. Every ball played, scored them runs, like in a real game. Based on the runs scored, customers received an instant recharge for prepaid mobile subscribers. In case of post-paid subscribers, the amount was deducted from the next billing cycle. Every run was worth a Rs. 10 recharge. To make this contest more exciting, a free hit was offered after finishing an over (after 6 bottles). This free hit won the customer attractive Kingfisher IPL-themed merchandise which included beer mugs, beer glasses and cricket jerseys.
The campaign went live on over 70 Lakh packs pan India, and was communicated on-ground and online. The customers could play one ball on every pack via a simple SMS – and received instant recharge based on the runs scored. The run scored was gamified using a random generator on our contest platform. After bowling an over, the customers got a free hit, in which the customers received Kingfisher merchandise.