Categories Name : COMMUNICATION

Sub-Category : Best Use of Sports or eSports Marketing

Entry Name (Campaign) : BLACK & WHITE X BOBBLE

Results

These insights led to launch our campaign in association with Bobble AI which is an AI (artificial intelligence) enabled technology cum conversation media platform on WhatsApp social app. During one of the biggest and most loved sports tournaments which was held in November 2022 – FIFA World Cup. To leverage and capitalize the attention that it grabbed from their fans, we decided to launch an innovative way to help the brand get involved in celebrating these emotionally charged moments and amplify the brand message while doing so. We identified few key peak match moments from the game i.e. Goal, Free Kick, Corner Kick, Winner, Substitution and Handball. These match moments were then converted into branded stickers on the most used social media platform – WhatsApp.
To make the stickers fun and shareable we included and animated the two terriers that represent the brand Black & White. Along with this, we also created a branded Live Scorebar Banner that recorded real time score during the games leading the users to Diageo’s The Bar landing page increasing the leads and traffic.
Results: • Live Scoreboard Reached - 1.69 Mn users
• Delivered 81 Mn Impressions ( Scorebar + Sticker shares )
• Clicks achieved 118.6k with the CTR 1.2% (benchmark range 1%-2%)
• Total Scorebar shares – 0.89 Mn
• Sticker shares were 4,638 (Maximum shared was for Goal sticker-2,278)