Categories Name : COMMUNICATION

Sub-Category : Best Use of OOH

Entry Name (Campaign) : #WicketSeCricket

Results

Where “Cricket is a religion”, the question was - How can ThumsUp bring fans closer to the action? ThumsUP aimed to capitalize cricket Fans at home with a front seat to the cricket action.
Key insights:
• 85% GenZ are online via Mobile
• 76% male indulge in sports conversations
• 48% search for Cricket Highlights INSIGHT - Technology has democratized participation at a scale never seen before with over 250MN+ fans watching cricket online IDEA: ThumsUP adopted a digital-first, multi-tech marketing approach to drive consumer engagement for the content-led campaign We leveraged touchpoint-based, tech-led Ideas.
• Dedicated microsite hosting WC stumpcam match-footages & gamification activated via ThumsUP Can QR-code Amplification:
• Series of AI-enabled personalized WhatsApp reminders from Bret Lee to watch Stumpcam Real-time-Engagement: Targeting highly-granular cricketing moments
• Exclusive post-match reviews & analysis through cricket-commentators, Presenters - Dinesh Kartik, Jatin Sapru, Sanjana
• Activating social-fan-pages and 60+influencers in real-time during & post-match with Batao#WicketSeCricket contextual messaging, reviews, match highlights
• Bobble vernacular-AI-Stickers for cricket-fans engagement
• Impact:3D-OOH at prime Mumbai location
• EXPERIENTIAL:VR-enabled-game where fans could form teams and play world-cup bowls via Stumpcum at high footfalls touchpoints: 31-Cities
• -Campaign reached to 98Mn.+ audience across markets & mediums.
• -Sharable stickers during live match garnered 10x impressions with 0.4Mn shares at Pan India
• -Match notifications helped to garner 4x traffic on website by 9.1% Click-throughs
• -1.2Mn people scanned TU-bottle
• -300K+ total microsite registrations
• -16.2 Mn impressions
• -412K+ Game Plays Alexa