Categories Name : Channel/Media Strategy

Sub-Category : In-App Advertising

Entry Name (Campaign) : Game On: How Swiggy Engaged Cricket Fans Beyond Live Matches

Results

During the IPL season, our campaign redefined in-app advertising by leveraging real-time, dynamic content tailored to cricket fans across India. We segmented the audience into Metro and non-Metro cohorts and further customized creatives based on language, ensuring deep relatability and engagement. Utilizing ""Moment Marketing,"" we dynamically integrated live IPL moments—like fours, sixes, wickets, powerplays, and match outcomes—into our ads, delivering content that was not only timely but also highly engaging. This innovative approach allowed us to reach audiences on major sports websites and apps, connecting with those who couldn’t watch live matches due to work or other commitments. Our ads provided real-time updates, making our brand a go-to source for fans needing match information on the go. Pioneering the use of HockeyCurve creatives on Meta platforms, we pushed the boundaries of digital marketing, setting a new standard for the industry. Our strategy targeted cricket enthusiasts, infrequent users, and non-orderers, broadening our reach. The campaign achieved impressive results: on RTB platforms (DV 360), we saw a CTR of 2.29%, nearly double the average for traditional RTB ads, while on Meta, our CTR reached 2.50%, far exceeding the usual 1.50%. These results underscore the campaign's success in enhancing user engagement and amplifying brand visibility, setting a new benchmark for in-app advertising. By seamlessly blending live sports content with targeted in-app ads, we created a unique and immersive experience that positioned our brand at the forefront of digital innovation and transformed how brands connect with audiences in real time.