Fever 104 FM has always been a very sports-oriented FM channel, firmly believing that cricket is an integral part of our offering to our listeners. In keeping with that philosophy, Fever 104 FM has partnered with the Delhi Daredevils for both seasons of the Indian Premier League (IPL), and created some innovative programming where we could add genuine value to our listeners.
Being a radio station which aims at creating continuous engagement and value for our listeners, we used the IPL platform to create Fever Daredevil Deewangi. This was Delhi’s chance to be a part of the most exciting cricketing event of the year and also a chance to win aplenty – official merchandise, T-shirts, a chance to meet the cricketers, match tickets and much more.
We created some truly innovative and unique programming with promotions like the ‘Captain’s Knock’ and ‘Jr Daredevils’ in the first season.
‘Captain’s knock’ was a promotion where Fever 104 FM took the leading players of Delhi Daredevils like Glenn McGrath, Daniel Vettori, Virender Sehwag and Gautam Gambhir to listener homes and the players gave out personal invitations for their first home match. This promotion got a terrific response from the city since it was the first time such a promotion around cricket had happened in the city.
Similarly, ‘Jr Daredevils’ was a promotion where Fever 104 FM gave the children of the city the experience of a lifetime. Eleven children were chosen for each match who waited in the player tunnel and then proudly escorted the home team onto the playing field.
Some of these ideas have also found takers in other brands such as the LG Lead 11, where the Jr Daredevils idea is being taken forward.
That apart, our listeners have appreciated the content that we created around the IPL, and that is apparent in the fact that our listenership share in Delhi has gone up to 17 per cent and consolidated Fever’s position in Delhi and given us a real competitive edge in the market.
We are happy that our team is doing well in the IPL this season, since our listeners can be a part of it via promotions like ‘Wish The Captain’ (where one Delhi listener gets to wish Viru all the best) and ‘Ghar Ghar Mein Balle Balle’ (while the matches are going on, we have an on-going programme where Fever DJ Lokesh continues to keep the excitement levels by sharing in the listeners fun by going to their homes with snacks during the match hours).
We also launched an extremely successful promotion titled ‘Ticket to South Africa’ Fever selected 11 lucky listeners who will be going to watch their team play in South Africa.
Over the two months of IPL, through Fever Daredevil Deewangi we have endeavoured to give our listeners the best cricketing experience and loads of entertainment!
(Neeraj Chaturvedi is National Marketing Head at Fever FM.)