The digital campaign #MarriottForRPSG, conceptualised in partnership with MindShift Interactive amplifies the Rising Pune Supergiants and Marriott India association for IPL 2016.
The #MarriottForRPSG campaign highlights the association of Marriott India as the official hospitality partner of Rising Pune Supergiants. The campaign began with over 40 Marriott India properties - Marriott, JW Marriott, Courtyard by Marriott, Fairfield Inn by Marriott and Renaissance. They came together for a holistic campaign to cheer for the first season of the Rising Pune Supergiants. The month long campaign focused on the common ground between cricket and Marriott - passion. Building on that idea, the campaign started off with profiling the team members - MS Dhoni, Steven Smith, Ajinkya Rahane, Kevin Peterson, Faf Du Plessis amongst others whilst highlighting JW Marriott Pune being the official hosts to the team throughout the series.
A flash mob conducted by the JW Marriott Pune staff was created and captured through a video that received high outreach digital platforms. Keeping the insight behind video content being a key to leveraging engagements, a fair share of videos were created around the associates of Marriott and the teams. A cricket playoff between key players from RPS and students from the Mahindra Pride School, a cause dear to Marriott India was conducted capturing the true essence of two worlds colliding, shared through all the Marriott properties across India. The entire campaign was aptly led by content focusing on the cricket fever through the hashtag #CricketOnMyMind, in the form of rich media such as GIFs and videos presenting the subtle ways we see cricket around us during the Indian Premier League.
The month long campaign had an overall outreach of 60,00,000 organically, owing an outreach of over 5,00,000 on Facebook and more than 55,00,000 on Twitter. Instagram was leveraged as a secondary platform for properties that were present too.
Zafar Rais, CEO, MindShift Interactive commented, “This was an exciting opportunity for MindShift to partner with not just a few Marriott India properties but with each and every one of them to leverage their association with Rising Pune Super Giants, making it the first of its kind. Leveraging the association on social media was the apt route to take given the level of engagement IPL receives digitally.”