Home >> Marketing >> Article

Wrigley amplifies its marketing mantra this IPL season

17-April-2010
Font Size   16
Wrigley amplifies its marketing mantra this IPL season

Continuing its association with sports, Wrigley has made its presence felt through Indian cricket second year in a row with its association with IPL teams. With this alliance, Wrigley’s leading brands – Orbit sugar-free chewing gum and Boomer bubble gum – are engaging consumers in two interactive consumer campaigns for each of the brands. Titled Orbit 12th Man and Boomer T20 Mania, the campaigns give cricket lovers and consumers a chance to inch closer to their favourite IPL teams.

Orbit 12th Man is a unique contest, which gives 49 lucky winners a chance to stay, fly and interact with their favourite IPL team and take home exclusive goodies and merchandise. The promotion is based on SMS platform, details of which can be found on the official contest site – www.orbit12thman.com. Every SMS sent with the unique scratch code found behind close to two crore Wrigley Orbit special edition packs guarantees an array of prizes like digital goodies like mobile games, wallpapers, pictures of one’s favourite team, ring tones, fan T-shirts, wrist bands, miniature bats and much more.

Bearing in mind the growing social media frenzy, Orbit 12th Man has also got a boost through its official Orbit 12th Man Facebook fan page and Twitter profile. Over the first few days of the launch, the Facebook fan page reportedly had over 2,000 fans. The promotion is being heavily supported through a multi-media campaign that includes TVC, print, radio, cinema, outdoor and digital initiatives.

Simultaneously, Boomer’s T20 Mania has created a distinct on-pack consumer promotion driven hard on-air and amplified through an extensive ground level campaign covering 100-plus cities and engaging over eight lakh kids. Lakhs of T20 Mania gifts, ranging from special IPL team sunglasses, wrist band watches to match tickets, are up for grabs as part of this promotion. Boomer T20 Mania has also reached out to consumers through a unique bat signing campaign. This encourages consumers to support their favourite IPL team by signing multiple giant bats travelling across catchment areas of respective IPL teams. At the end of the campaign, the team that takes away the most signatures will be declared the Boomer T20 Mania winner.

Speaking about the campaign, Himanshu Khanna, Director Marketing, Wrigley India Pvt Ltd, said, “With the IPL excitement reaching greater heights this season, it was an obvious decision for both our leading brands to initiate consumer engagement programmes with similar effect. Each of the initiatives has been designed with the brand essence and consumer interest as the focal points. The success of these distinct campaigns is due to their innovative strategy of 360 degree marketing, which has struck a chord with the consumer.”

Promotional activities during IPL Season 3 includes the launch of special edition packs, jars and many other exciting offers that are available for a limited period only. The company has also launched new TV commercials for both Boomer and Orbit solely dedicated to IPL.

These contests can be viewed at www.orbit12thman.com and www.boomerfunzone.com and can be followed on Facebook and Twitter.

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.

Ali Hussein talks about the platform's consumer engagement strategy, relationships with telco-partners and what made the 40-year-old film company want to march in the OTT space