Royal Challengers, owners of the IPL Bangalore team, deployed BluFi technology at a cricket stadium to engage with over 30,000 spectators. Fans turned on Bluetooth to receive exclusive cricket updates and participate in contests to win prizes. Over 10,000 fans registered for the club in advance, and there were over 240,000 fan engagements and 20% downloaded content for multiple matches. The campaign was a success in promoting the Royal Challengers brand and providing an enriched experience for spectators.

1. Case Study – Wine & Spirits
Royal Challengers – Mobilizing the IPL
• Royal Challengers, the official owners of the IPL
Bangalore team were looking at exploring innovations
as part of the IPL launch 2008 @ IPL 2010 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
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
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2. Case Study – Wine & Spirits
 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
 For the first time ever, an entire stadium was
converted into a Bluetooth zone with an effort to
bring in excitement and value for the brand
 Eye-catchy display screens at the stadium were used
to prompt fans to turn on Bluetooth & receive the
app
 Exciting cricket info delivered on users’ mobiles
enabled higher levels of engagement and interactivity
amongst the RCB supporters
 Major brands like Blackberry, Britannia, Airtel, RC
and Canara bank engaged with target customers
through the novel platform
 7 blackberry phones, t-shirts and free tickets were
given away to spectators as prizes
 The activity was also promoted at existing BluFi
locations across Bangalore
 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
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