Imagine getting a chance to bowl a ball to cricket legends. Pepsi’s BTL initiative, ‘First Ball Ka Captain’, sought to tap into the cricket craze and gain momentum prior to the ICC T20 World Cup 2009. The BTL activity was carried out by Candid Marketing in Noida, Gurgaon and Jaipur. The activation date commenced from April 24, 2009.
Recounting the BTL activity, Nidhi Kirplani, GM, Corporate Communication, Candid Marketing, said, “The brief given to us by Pepsi was to create buzz and excitement around the Pepsi ‘First Ball Ka Captain’ contest and encourage participation and interaction with the TG at an on-ground level.”
She added, “A TVC was launched around the contest wherein it was stated that by exchanging eight glass bottle crowns or four PET bottle labels, one was entitled to get a scratch card, redeemable at any of the centres. These scratch cards could win consumers branded merchandise like key chains, sipper bottles, autographed bats, etc. The big win was 16 lucky winners (selected by means of a lucky draw) getting a chance to bowl a ball to one of the batting legends like Jonty Rhodes, Dilip Vengsarkar, etc. The bowling chance would be given just before the start of a match of the ICC T20 World Cup 2009.”
“The main aim of the activation was to communicate the contests details/mechanics to the consumers via interesting engagement activities, thereby highlighting the chance to go to England and bowl a ball to one of the legends,” Kirplani further said.
The target audience included all Pepsi consumers across age groups, male and female. For this activity, Candid Marketing adopted a three-pronged approach and divided it into three phases – Phase I involved flash mobs; Phase II involved engagement at high footfall areas; and Phase III involved canter activity at hot spots.