Whilst the latest spot fixing scandal has got IPL in the news for the wrong reasons, brands and advertisers seemed to be unaffected.
Brand Vodafone seems to be no different. It is one of the brands that has been associated with IPL since 2008, and uses the platform to connect with its consumers on a larger scale. The association seems to be working for the brand that continued the partnership as the official partner and on-air co-presenting sponsor for the IPL.
Interestingly, IPL 2013 has been a comeback vehicle of sorts for the Vodafone Zoozoos, with a series of TVCs.
The telecom brand has recently launched ‘The Vodafone Fancam’ on social media with its media agency Maxus. The campaign is based on the insight that cricket fans would agree that there is no better experience like watching a match live in a stadium. The energy, excitement, and the anxiety leaves one with a memory that one would cherish for the rest of their lives.
Taking this insight into the social media platform, Vodafone aims to capture this memorable moment for all cricket fans and marry it with social media to enable people to share this memory with all their friends. Fancam started from May 15, 2013.
“As one of the leading brands on the social platform, it is important that we identify new opportunities of content creation which the consumers can engage with. This leads to a positive interaction with the brand. The Vodafone Fancam digital activity meets this objective and has been launched during IPL, an ideal platform of scale to deliver high consumer engagement with the brand,” commented Basant Dhawan, General Manager-Media, Vodefone India.
The brand launched this 360-degree interactive fan photo campaign with an aim to capture the in-stadium energy and excitement, as well as allow consumers to tag themselves and share this with all their friends.
“Our decision to time around the last few days of IPL was to capture the heightened momentum. It was not feasible to cover over 50 matches. For Indians, cricket and cinema are the religion. We are using the penetration of social to connect with a larger audience. Cricket is a topic of discussion, a talking point and something consumers share naturally. When you go to watch a match, it is a personal experience; you can now share it using the power of social. Moreover, the brand has been seamlessly integrated into the communication in the form of Vodafone Zoozoos,” shared Unny Radhakrishnan, Head of Digital – South Asia, Maxus.
This social media activation aims to engage consumers digitally by allowing fans at key matches to revisit the entire match day experience on the next day. The website enables consumers to tag themselves through their Facebook accounts, and also tag the friends they went with.
It may be noted that the telecom brand has been extremely active on social media, with the Zoozoos making their comeback in a new avatar. In fact, the brand first launched its series of Zoozoos campaign on the social media domain a day before the IPL hit television screens. It also launched the Super Fan campaign wherein 76 lucky Vodafone customers stood a chance to win a match ball autographed by the winning captain on Live TV during the matches. The winner also received premium seating in the hospitality enclosure to get the best match viewing experience; the brand positioned this as a ‘money can’t buy experience’.
Doubtlessly, IPL – social media activities using the Zoozoos have added to the brand’s fast growing consumer base, with over 10 million fans already. The brand’s strategy to be present and engage with consumers in their own space in social media leveraging IPL seems to be working for now.
Some of the other brands that are successfully using IPL on social media and increasing budgets to effectively to connect with a larger consumer base include Pepsico, Muthoot Group, Fiat India and the Godrej Group.