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Cricket marketing in india ( Activation & BTL )

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Cricket marketing in india ( Activation & BTL )

  1. 1. ICC World Cup 2011 BTL activation / On ground / Live Marketing
  2. 2. Match Tickets • FOC • OTB • Additional match tickets • Hospitality
  3. 3. Allocation Process • Disbursement • Auditability • Conflict resolution • Contingency purchases
  4. 4. Integrated Event Logos
  5. 5. Reliance BTL
  6. 6. In-stadia • Branded cheer items at all matches as per ICC guidelines (4s/6s Placards, Thunder sticks, Umbrellas & Mini Horns) • To ensure visibility on telecast • Agency (8848 Sports) engaged to co-ordinate storage & distribution modalities
  7. 7. • In-stadia branded kiosk & wall charging units to be placed within venues • Branded Entertainment (TBC by ICC) • ‘Reliance Cric Facts’ – activation with Cricket facts/trivia flashed on the replay screen periodically during matches at all venues • Reliance Blu-Fi (VAS activation with TELIbrahma) In-stadia (Cont’d)
  8. 8. Miscellaneous • Handsets & Data cards provided to ICC team • Pitched for Wi-Fi connection at Wankhade Stadium, Mumbai (awaiting PO)
  9. 9. Placards Umbrella Thunder Sticks T-shirts Mini Horns
  10. 10. Scope of activation
  11. 11. Concept
  12. 12. For India & SL Venues
  13. 13. For Bangladesh Venues • Interactive • Spectators to answer all 8 Qs correctly to win goodies • Short Code provided by Bangladeshi vendor
  14. 14. Prior event activations • Reliance ICC CWC 2011 Trophy Preview - Phase I (October 13 to 16, 2010) - Mumbai – Lucknow – Indore – Hyderabad - ICC Ambassador – Syed Kirmani & Madan Lal - Phase II (February 04 to 08, 2011) - Jaipur – Kochi – Baroda – Coimbatore – DAKC - ICC Ambassador – Roger Binny (2 centres) • Trophy taken on road shows in cavalcade under high security • Displayed near prominent Reliance outlets & malls • Trophy preview organized for media in presence of noted dignitaries from cricket/sports • Extensive PR mileage in electronic & print media at all locations • Opportunity provided to local customers & trade partners to view the trophy and wish participating teams
  15. 15. Reliance Trophy Preview (Phase I)
  16. 16. Media Releases (Phase I)
  17. 17. Reliance Trophy Preview (Phase II)
  18. 18. Cavalcade in Jaipur with branded bus
  19. 19. Leveraging the association
  20. 20. Employee engagement • Letter from HR inviting all to Reliance ICC CWC 2011 Trophy display at DAKC (3 locations) • Wall paper with event association (Proposed) • Countdown timer along with online match schedule on MyWorld portal • People Connect (Feb 2011) coverage of event
  21. 21. MyWorld Portal (Countdown)
  22. 22. On-line scheduler (Screen shot)
  23. 23. Match Scheduler
  24. 24. Key Ground Visibility • Perimeter board (Static & LED) • Ground Mats - Behind bowler - Square of wicket • Sight Screen • Perimeter Rope • Presentation Backdrop
  25. 25. Perimeter board
  26. 26. Ground Logo
  27. 27. Ground Logo – Square of wicket
  28. 28. Sight Screen 1 : 1
  29. 29. Sight Screen 1 : 2
  30. 30. Perimeter Rope
  31. 31. Presentation Back drop
  32. 32. PESHWA@THINKASCONSUMER.COM

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