Categories Name : Web

Sub-Category : Best Use of Web Based Games

Entry Name (Campaign) : VIVO KBD Housie

Brand Name : Star Sports India

Metal : Gold

Covering Note / Overall Experience

Over the past couple of seasons, Vivo ProKabaddi had become synonymous with gaming innovation in the form of Khel Kabaddi. What began as a game where fans collected/traded players, turned into an out-and-out fantasy game in Season 5 – all of it being driven on digital platforms.
In Season 6, it was time to take gaming innovation in Vivo ProKabaddi a notch higher. And that’s how VIVO KBD Housie came to be – giving one of India’s favourite indoor games, Housie, a action-packed kabaddi twist.
Striking off actual kabaddi match events instead of numbers, VIVO KBD Housie introduced the fans to a unique second-screen experience that not blended broadcast and gaming but also educated people about the game, bringing them closer to the brand.

Concept

As the name suggests, VIVO KBD Housie combined the family-favourite game of kabaddi with the high-octane moves on the mat. The numbers were replaced with actual events taking place during the match, such as a super raid, super tackle, etc. that had to be struck off the KBD Housie ticket within 30 seconds of its occurrence, on live broadcast.
It blended the popularity of the ‘Watch and Play’ concept in a manner that not only drove fans to watch the match live on TV but also educated them about the game and the moves.
VIVO KBD Housie, thus, turned out to be a successful second-screen experience throughout the duration of the match as tickets were provided in both halves of the game.

Innovation

VIVO KBD Housie saw us successfully create an innovative second-screen experience for the fans. Housie is quite a popular indoor game, bringing families together; a trait common to Vivo Pro Kabaddi too. Just that in our version of housie, fans had to keep a keen eye on the match and track actual match events instead of numbers.
The VIVO KBD Housie was hosted wholly on the ProKabaddi website and app. Each housie ticket displayed 9 actual match events that would take place during a kabaddi match, such as a super raid, Super 10, All-out, etc. Information about each of these events was present on the ticket – helping fans learn about what they are watching, simultaneously. The trick was to watch, learn, and strike the event taking place within 30 seconds of it happening on the mat on LIVE broadcast.
To ensure we met the challenge of retaining fan interest throughout the 3-month long tournament, we provided tickets for each half of the match, daily.

Execution

A one-time registration on the ProKabaddi website and app enabled fans to be a part of VIVO KBD Housie. Then on, a daily visit to the site ensured fans stood a chance to watch, play, and win!
With one ticket for each half up for claims, the game was kept short to retain interest levels. As soon as an event occurred LIVE on the mat, users would have to strike that off on their housie ticket within the next 30 seconds.
Prizes were handed out for the top, middle and bottom lines, Jaldi 5, as well as the full house every day, with VIVO phones on offer!
When it was all about taking things to the next level, we also created a special TVC to promote the digital game, ensuring VIVO KBD Housie became the talk of the town throughout India. This TVC featured some of kabaddi’s favourite superstars such as Anup Kumar, Fazel Atrachali, and Ajay Thakur – popular faces to drive the interest levels in the game. We also shot videos with commentators/experts enjoying and becoming a part of this game.

Results

VIVO KBD Housie was as much a hit as the tournament in itself & the numbers were a testament to this.
With 475k registrations, the online game showed a performance increase, outshining Season 5’s Khel Kabaddi numbers by 60%, in terms of registration alone!
It helped tremendously with spreading awareness around the game education, as fans identified events and unlocked items on their ticket, more than 5.9 million times.
The fans were kept engaged through the entire campaign with 25 million plus minutes spent on the game, across the website and the app, 28% higher than the last season.
And the fans reaped their rewards with 2 VIVO Y83 phones awarded every single match day!
With a strong narrative and well-rounded approach taken to encourage people to tune in and be a part of the action they saw, VIVO KBD Housie helped the game on the whole to enjoy a massive success.