It’s not just mainstream cricket matches that create excitement among viewers, even special cricketing properties like the ICC Super Series and the Afro-Asian Cup are making waves. Earlier this year, Zee Sports created a marketing property around the Afro-Asian Cup, and now it is MAX, which has taken marketing of cricket to a higher level with the Johnnie Walker Super Series.
To start off, the channel has initiated a ‘How to beat Australia Contest’, inviting wacky ideas from viewers across the country to beat the Aussies. Eleven lucky winners have already been shortlisted and are heading to Australia to witness the Super Series live in Melbourne.
The fact that Johnnie Walker is sponsoring the ICC Super Series gives MAX a great chance of having a good brand to associate with. Albert Almeida, Executive Vice- President and Business Head, MAX, said, “The association of Johnnie Walker is with ICC and we are associated with the ICC, so although there is no direct tie-up, we are glad to be with this popular brand. This ICC Super Series is a unique cricketing event with best of the best cricketers pitted against each other.”
The campaign, created by Euro RSCG, consists of four entertaining spots on air and is backed by an extensive outdoor and print campaign geared to surprise and involve viewers.
To build the viral nature of the campaign and drive buzz for the Super Series, this campaign will include an extensive van campaign spanning across 56 cites and towns, and will be fuelled via radio, the Internet and the channel’s short code 2525.
On the rating expectation from the series, Almeida said, “Since the one-dayers will be played at Australian time and on Australian soil, so a rating of about 3 should be good enough. And as far as the test matches go, they will be played in day time, so I am not too sure how will they fare, but nevertheless, it is exciting and a different property to be associated with.”
With these newer and different properties getting a backing from channels and sponsors alike, there is much more to cricket than mere scandals and controversies.