Categories Name : Channel/Media Strategy

Sub-Category : Cross Media Integration

Entry Name (Campaign) : Lucknow Super Giants - Gazab Andaz

Results

Objectives: Convert the average Lucknow/UP-ite to an LSG fan - Digital & physical connect with UP - Broad-based strategy with multiple touchpoints - Brand building for the Super Giants - Educate, institutionalize, emphasize, repeat - Revenue driven initiatives - Building the road to long term profitability Targets: - Increase stadium fill rate to >90% in the third largest stadium in India - Be the fastest growing team on digital and social media platforms - Build a passionate and loyal fanbase by uniting people of Uttar Pradesh Solutions: - Conceptualize a brand positioning & war cry to to unite the people of UP - Design a year-round calendar of activations & digital engagements by highlighting UP-centric elements (cricketing culture, food, festivals like the Kumbh Mela) - Curate unique IPs & characters by leveraging popular influencers who cater to different parts of the Hindi speaking belt - Conduct activations that involve the masses and build loyalty through cause based initiatives - Innovate digitally through AR, gamification, native web and apps and other channels Results: Stadium Attendance: - Average Fill Rate of 97% for all 7 games (up from 75% last year) - Unprecedented numbers in the second season for a home team - Average Attendance - ~48,000 Content Performance: - Engagement – 150 Mn - Impressions – 3 Bn - Video Views – 1.9 Bn - Fan Growth – 1.3 Mn LSG Fan Army: - 3000+ fans onboarded onto the LSG Brigade (official fan army)