02

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Concept

Though KKR has millions of fans online, there is a huge chunk of fans who are not on social media. Therefore, to achieve maximum participation, a microsite was launched where people could log in, see the complete pool of players available in IPL, and give their suggestions on who they think should be on the squad.

For offline fans, there were multiple on-ground activations in and around the team's hometown Kolkata where fans could give their suggestions easily.

03

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Innovation

In a space where social media contests and one-off activities are common, an unconventional omnichannel approach was used to reach the audience to ensure high brand recall and engagement.

04

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Execution

a. Teaser:

To arm the audience up to the campaign, a teaser video was shot with the KKR management and posted on KKR's social media channels.

b. Launch:

A user-friendly microsite was created where people could visit, explore, and submit their selections in just three clicks. The UI was simple and features like auto-suggestion and WhatsApp share were enabled to avoid wrong entries and ensure participation by peers.

c. Promotions:

1. Social Media:

Multiple videos were used to showcase the significance of a particular category of players in an IPL team. These videos featured experts from KKR and the Cricketing world.



2. On-ground activations:
Kiosks were set up at two of the most visited malls in Kolkata.

3. Mobile Vans:

A mobile van was moving around Kolkata for ease of participation. About 7000 fans participated through this medium.

4. Influencer Marketing:

Influencers and opinion leaders who were ardent KKR fans were onboarded to participate. This helped KKR tap into a new audience set which also maximized audience participation.

d. Sustenance:

Thousands of suggestions came in from multiple channels that were compiled before the IPL auction. Every time KKR bought a player, the number of people who added that player to their virtual squads was also showcased. At the end of the auction, fans who had the maximum number of players in their squads when compared to the actual KKR squad were incentivized.