22bestdeals in marketing pact with ESPN for ICC World Cup

E-commerce site 22bestdeals hopes to attract users by appearing in ESNP’s ads promoting the Super Selector game during the ICC World Cup.

e4m by exchange4media Staff
Updated: Feb 15, 2011 7:43 AM
22bestdeals in marketing pact with ESPN for ICC World Cup

E-commerce website 22bestdeals.com has formed a tie-up with ESPN to promote their website and build the audience during the ICC World Cup. The company is a prize sponsor for ESPN’s Super Selector game, which is based on the World Cup, and will be featured in television advertising and other promotions carried out by ESPN.

22bestdeals.com Co-founder Praveen Lohani said, “We are a new website, and we are trying to do something a little innovative and different in the e-commerce space. We have already tied up with some of the best brands in the country, and not only are we going to help users get to the products they want, easily and conveniently, but we are also trying to highlight the best deals in a day, hence the name, 22 best deals. We’re offering both convenience and deals to users, and right now our goal is to get as many users on board as possible.”

“We haven’t done any promotions yet, not even display advertising, only SEO and SEM,” Lohani said, adding, “So this is the first time that we are doing any kind of advertising. Actually ESPN will be doing the advertising, and we are giving away Rs 5 lakh worth of cash prizes for Super Selector, which ESPN will advertise. This way we can reach a broad audience and aside from this, after a month we will be running a campaign as well.”

The website was launched in December 2010, and according to Lohani, it had seen brisk growth in a short period, but he also said that the company needed to build a bigger share of the audience. “We are looking at a goal of Rs 50 crore in three months, and the only way to do this is to reach out to the audience. We have good ties with brands, and we have excellent logistics, and now we are going to do our marketing exercises to reach maximum users,” he added.

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