The ICC Champions Trophy has given brands a strong platform to gain visibility and engage with their customers. Hyundai is one such brand, which joined hands with ESPNcricinfo to launch the CricJockey contest as part of the Blue at Heart campaign. The contest gave die-hard cricket fans an opportunity to watch some of the best moments in cricket captured through videos and share commentary.
Speaking on the thought process behind the contest, Ramesh Kumar, Head ESPNcricinfo and ESPN Digital Media – India said, “CricJockey originated in a free-wheeling discussion with Hyundai, their media agency and ESPNcricinfo, where we discussed the need to get fans involved in the game on a real time basis. We were looking for the most brilliant fans amongst millions of our fans - the ones who have great knowledge about the game and are able to express it the best. We were extremely excited to do a contest of this kind for our fans, and use the strength of our medium to its fullest.”
In round one of the contest, ESPNcricinfo selected the top eight contenders. The Super Eight contestants then contended for the top three spots for which audience voting was opened, along with a careful selection process by the ESPNcricinfo editors.
The campaign attracted the amateur commentator in every cricket fan’s heart. The entire campaign was hosted on ESPNcricinfo’s web and mobile sites and promoted exclusively on these platforms through interactive banners, content integrations and rich media innovations. Some of the other websites were also used to promote the CricJockey contest.
Does the campaign serve the purpose?
The campaign managed to work for both Hyundai and ESPNcricinfo favourably. Being a sports portal, ESPNcricinfo got an opportunity to reach out to a larger base in addition to their existing TG. The main role of digital was to create ambassadors, which the campaign managed to do successfully.
Meanwhile, in a bid to make the best out of their partnership with the ICC Champions Trophy this year, Hyundai Motors India has been very active on digital and outdoor media. The South Korean auto company initiated campaigns such as ‘First Ball Tour’ and also arranged live screening of the series at malls and airports across various cities. CricJockey acted as an extension to Hyundai’s digital strategy as it connected not only with the company’s fans, but also with ardent cricket followers who are glued to ESPNcricinfo for the latest match updates.
As per statistics, CricJockey received more than one million page views across web, mobile and other devices, with over 10,000 participants registering through all platforms (web, IVR and mobile) in three weeks. The social impression on the Hyundai India page for CricJockey stands at 4.5 lakh.
The campaign will conclude on June 23, 2013 with the winner of the contest participating in the live Google+ Hangout with the ESPNcricinfo team during the final match of the ICC Champions Trophy.