Royal Challengers – Mobilizing the IPL

Royal Challengers – Mobilizing the IPL
BUSINESS CASE
Royal Challengers, the official owners of the IPL Bangalore team were looking at exploring innovations as part of the IPL launch 2008 events in Bangalore with an assured footfall of over 30,000+ cricket buffs, the launch was the perfect platform for brand promotions. Being the organizers of the IPL Bangalore event, they even wanted to increase ticket sales also create value for RCB brand based on its association with IPL.
SOLUTION
BluFi, the proprietary solution from TELiBrahma was deployed at the Chinnaswamy Stadium & at the ITPL Sports Fest, the entire stadium was converted into a BluFi zone & spectators were treated to instant updates of the match. Cricket fans had to just Turn ON Bluetooth on their mobiles to receive exclusive IPL content. They could also participate in various engagements like RCB’s Green Initiative & predicting the outcome of the matches to win exciting prizes. Employees at ITPL, Bangalore also turned on Bluetooth to know about the RCB team, IPL matches and other interesting information. They could also participate in interesting contests and win prizes that included merchandise and free tickets.

RESULTS
Over 10,000+ registrations to the fan club in pre-event activities. 2, 40,000+ engagements over 28 hours of cricket. Nearly 20% of the users downloaded content in more than 2 matches. Generated additional revenue by collaborating with brands interested in reaching out to spectators at the cricket match. IPL 2010 witnessed 6,300+ engagements at the stadium & 34,000+ downloads during a single match
HIGHLIGHTS
The RCB BluFi campaign got a whopping response and has left an indelible impression in the minds of the cricket enthusiasts. Royal Challengers had its branding in all the rich cricket content delivered at the stadium also provided a much more enriching experience to the spectators at the stadium. An event like this is a wonderful trigger to provide rich brand engagements to consumers.