In March SPN (Sony Pictures Network) unveiled its campaign theme-- 'Ek India Happy Wala' for the ninth edition of Indian Premier League, which is currently running across its network. Under the same campaign, movies channel Sony MAX and SIX (IPL’s official broadcasters), are conducting digital activities throughout the tournament for further promotion.
Vaishali Sharma, Senior VP, Marketing & Communications, Sony MAX, shares, “We have created a special microsite ‘EkIndiaHappywala.in’ and hashtag #EkIndiaHappywala to engage with our audience on social media platforms (Facebook and Twitter) in addition to the microsite. While there were a few activities conducted for a particular period, there will be more running till the end of VIVO IPL.”
Some of these activities include--‘Happywala Fan’, which acknowledges efforts of fans every week, ‘Happywala Reaction’, where users choose a gift describing their best emotion during a match; ‘Expert 140’, a contest which calls for people to summarise the entire game in 140 characters, ‘Happiness Leaderboard’, which displays team names with maximum fan support and ‘Stats Corner’ with infographics on social channels featuring top players from each team.
According to Sharma, most of the activities are doing well. “We started our digital activities in March 1st week with the launch of the ‘anthem’ which trended on Twitter in India for 5 hours and garnered 4,526 tweets and 30,03,004+ video views.”
Other digital activities like ‘#15daysHappwala’, which motivated users to spread happiness and make a stranger smile, got 805 entries and 3,672 tweets. One of their promos (Taxi) trended for five hours and got 10,133,84+ views and 2,476 tweets.
#IndiaKaHappinesMeter, a listening activity that tracks the conversation happening on Twitter to gauge the current mood of the people in the country, went on for 4 hours and garnered 2,127 tweets. #HappyXI encourages users to share the story of any child who aspires to be a cricketer but doesn't have the means. It received 145 entries and 11 children were gifted professional cricket kits.