Digital services agency Quasar Media has initiated blog marketing on YouTube to promote Reebok’s TVC during the ongoing ICC World Cup. At the same time, the agency is also handling Reebok’s initiative of powering live match scores on Google’s search engine. According to sources, the account is worth about Rs 8 crore.
Piyush Rathi, Associate Media Director, Quasar Media, said, “Blog marketing is a new concept in digital brand marketing in India. It gives the brand an opportunity to engage and interact with both customers and non-customers and take the communication to the next level.”
He explained that the brief from Reebok was to be innovative in the digital medium by using blog marketing, apart from making use of regular digital media activities. “We have seen a tremendous opportunity for the brand to interact with its target audience and interact in a personal level by using its digital identity,” he said.
Explaining the nature of blog marketing, Subhinder Singh Prem, MD, Reebok India, said, “We have created our cricket blog site RBKcricket.in and have uploaded our World Cup advertisement on Youtube.com. In a span of three days, 2,000 people have already viewed the advertisement. People were also posting comments on the blogs.”
According to Manish Vij, Co-founder and Business Head, Quasar Media, “For most of our clients, we are using our proprietary ‘hour glass’ strategy to engage with brand influencers on the Internet, in order to further drive the brand communication and interact with the TG.”
Prem said, “We are doing various innovations on Google, based on the ICC World Cup. We are showing the live match in simulation. We are also showing an animated telecast of the matches on RBKcricket.in. We also have a tie-up with CNN-IBN for its programme ‘Loc-Love of Cricket’. The video of this programme is available on our site.”
Other engaging features on www.RBKcricket.in include a game called ‘Squad Selector’.