Maruti Suzuki, Affle launch user activation for mobile

Affle and Maruti have collaborated to create a new user activation campaign on mobile, using technology developed by Affle. Consumers can rate cricketers based on their match performances to win prizes in a campaign by Maruti.

e4m by exchange4media Staff
Updated: Mar 4, 2011 7:28 AM
Maruti Suzuki, Affle launch user activation for mobile

Maruti Suzuki and Affle have announced that two have launched a new user activation campaign on the mobile platform, which will be powered by Affle’s leaderboard technology, to harness the interest in the Cricket World Cup to drive user created content. In the first week of the pilot phase of this campaign, called Cricket Maharathi, the company has seen over 1.5 million votes from users.

Users can vote for their favourite performer of the day and declare the Cricketer Maharathi of the day. The user-created rating system will be completely driven by the passion for cricket as opposed to expert views or complex statistics. These ratings will be awarded on defined scale by interacting with the Maharathi contest on mobile Internet and on several other popular mobile media platforms. Users with highest ratings will stand a chance to win exciting prizes.

Sankalp Mehrotra, Director, Business Development at Affle, said, “Cricket ratings and rankings are very popular in India. In an era of user created content, we have created a platform to give a voice to millions of Indian cricket fans via Cricket Maharathi. We are confident that the passionate cricket fans will enjoy playing the leaderboard, especially as the excitement around cricket builds up with the ICC World Cup 2011 and the upcoming Indian Premier League, India’s away tour of England, and so on. In the first week of the pilot phase itself, Cricket Maharathi has generated over 1.5 million unique votes.”

“Maruti Suzuki has been a front runner and an ardent supporter of using frontline mobile media technologies for marketing programs. We are delighted to partner with them in creating this platform for millions of Indian cricket fans,” he added.

Sunila Dhar, Head of Media, Maruti Suzuki, said, “Maruti has always looked at engaging in unique and immersive ways with the youth and building stronger associations with their passions. In cricket we have found the most universal passion and in Affle, the most committed partner who understands our objectives. We are thus very excited to be a part of this activation and believe that it will help build a greater connect with the mobile youth in India.”

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