Sprite @ stadium


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Sprite @ stadium

  1. 1. Free on demand video delivery
  2. 2. <ul><li>Sprite was one of the major sponsors for the sporting event, CLT20. CLT20 is a multi country franchisee cricket tournament similar to EPL </li></ul><ul><li>Sprite wanted to leverage innovations to directly connect with consumers and achieve a superior brand recall amongst all the sponsors to ensure better ROI </li></ul>Marketing Challenge
  3. 3. Marketing Objective <ul><li>To enable brand to connect with the ardent cricket fans by enhancing their experience through mobile </li></ul><ul><li>Brand wanted us to achieve Scale, innovation and connect! </li></ul>
  4. 4. Target Audience Cricket fans inside the stadium
  5. 5. Situation Analysis <ul><li>Consumers watching matches In stadiums </li></ul><ul><li>Too many brands trying to grab their attention adding to clutter </li></ul><ul><li>Miss analysis, replays and gossips that are available on television as a media </li></ul><ul><li>Miss some elements of the TV experience inside a stadium </li></ul>
  6. 6. <ul><li>The entire stadium in all the three cities were converted to BluFi zones </li></ul><ul><li>BluFi enables </li></ul><ul><li>A mobile network away from the operator that works across the stadium </li></ul><ul><li>Delivery of rich media content including videos to consumers mobile at zero cost </li></ul><ul><li>Integration with the real time feed to deliver near LIVE TV experience on the mobile </li></ul>The Solution
  7. 7. <ul><li>Worlds first branded on demand video service </li></ul><ul><li>Delivered inside stadiums @ zero cost to consumers over Bluetooth </li></ul><ul><li>Video and rich media updates (action replays, analysis, and predictions) from the match as it happened </li></ul><ul><li>Sprite zone with contests and free downloads </li></ul><ul><li>Bridged the gap between TV & In-stadium Experience </li></ul><ul><li>Live feed from ESPN was processed, and converted to multiple mobile formats for delivery </li></ul>The Solution
  8. 8. Before the match Main Menu Sprite download Section Content
  9. 9. Real-time analysis of the match During the match
  10. 10. <ul><li>200 Sq Kms of Stadium was converted into BluFi zone, a network away from the operator </li></ul><ul><li>1.3 million+ downloads happened across 70 hours of cricket </li></ul><ul><li>96000+ unique consumers engaged multiple times through the service </li></ul><ul><li>35% of the consumers used the service repeatedly in more than 2 matches </li></ul>Scale of Execution and Results
  11. 11. <ul><li>World’s first ever, “ Real time on demand Sports Video content” was delivered to cricket fans @ the stadium </li></ul><ul><li>Demonstrated how a new engaging media can be built and leveraged in sporting events to deliver real ROI </li></ul><ul><li>Higher brand recall </li></ul><ul><li>Rich media engagement </li></ul><ul><li>Ability of users to take the video with them </li></ul><ul><li>An innovative extension to experience the event </li></ul><ul><li>The experience extended to what was happening on the ground, creating greater connect between audience, event and brand </li></ul><ul><li>Created a bench mark for mobile engagements for the brand with demonstration of scale, innovation and connect </li></ul>Uniqueness of the Innovation
  12. 12. <ul><li>Thank you </li></ul>