Online cricket has been growing tremendously and is the latest trend that has caught on with marketers. While there are lots of brands running contests and promotions on cricket websites, the recent success of a Microsoft campaign in which they generated over 50,000 leads during seven cricket days proves the opportunity that is waiting for marketers willing to innovate.
Rishi, Director, Windows Client Business Group, Microsoft India Pvt Ltd, said, "We used the cricket section on Rediff.com to promote Windows XP Media Center during the recent India-Sri Lanka series. The strategic decision to associate with cricket on the Internet for the Windows XP Media Center Edition was made as the game best illustrated the core benefit of the product – "the ability to Pause Live TV" that ensures that a consumer doesn't miss any piece of the live action – whatever happens."
He added that in future he would be using other cricket websites as well.
Sandeep Singh, Account Manager, Quasar Media, said, "The creative showcased a real-life interruption a user might face while watching a cricket match. The impact was multiplied with creative innovations that incorporated acoustic and visual elements that grabbed user attention. This has worked very well for the client, and the association has helped Microsoft in getting in touch with the relevant audience and establishing the product positioning successfully."
Manish Vij, Business Head, Quasar Media, added that cricket drew huge audience on the Internet comprising both office and home users.
He further explained that Quasar Media was one of the largest buyers for cricket from sites like Yahoo.com, Rediff.com, Cricinfo.com, etc, and that they had done exclusive coverage on NDTV.com as well.
Quasar Media is one of the largest and fastest growing interactive media agencies in India with clients such as Monster.com , Makemytrip.com, Visa, Kingfisher Airlines among others, and has been appointed as the online media agency for Microsoft in India.
Rediff Chief Media Revenue Officer, Arvindra Singh Kanwal, said, "Cricket is the most popular sport. The cricket scorecard is very popular on our website. We get a different kind of audience for online. The advertisers get lot of exclusive opportunity in online, whereas there is a lot of clutter in TV. All the top advertisers are with us. We get better premium in this process."