The document provides experiential marketing ideas to build a passionate fan base for the Chennai Super Kings cricket team. It suggests setting up stores to sell merchandise, organizing games and contests in malls, launching a mobile app, creating social media contests, advertising in TV and newspapers, publishing a coffee table book on CSK's history, and sponsoring school/college tournaments and training centers to develop local cricket talent. The goal is to engage fans throughout the year, not just during the 2-3 month cricket season, and position CSK as entertainment beyond just a cricket team.

1. By Megha Iyer

2. Experiential Marketing ideas
to create passionate fan
base for Chennai Super
Kings.

3. Activation
• Set up Stores to sell CSK tickets
and personalized T-shirts/Cricket
merchandize.
• Concept of framed Autographed ticket
for fans to preserve the ticket after the
matches are over as a “Memento”.
• Hoardings in high traffic areas.
• Special group Ticket Rates.

4. • Stores set up can sell CSK theme toys
and toys can be made part of
McDonalds Happy Meal.
• Comics and toys are the best
medium to attract children attention.
• CSK Mobile Apps can be launched
with features like schedules, new,
scoreboards, teams, commentary.

5. • “Hit the Ball” – Games and
“Luck Wall “–Concepts can be
organized in Malls.
•Play ground and Contests in malls
to get the experience of Cricket field.

6. EVENTS
• New show can be started include
Expert Advice & behind
the scene fun activities.
• “CSK Chain Fan” event where existing fans can
invite their friends to be part of CSK .
“Predict the Highest CSK scorer” contest on Face
book to post the replies.
• Twitter - encourage bloggers to comment on
CSK and its performances .

7. •“Know your Super kings well enough?”
contests .
•“Roar and be loud and clear”
Videos can be uploaded.
•Advertisements in TV and News paper
about CSK Struggle.

8. •Coffee table book featuring the journey of
CSK [from seed till now & still long way
to go……].
•IPL season doesn’t last for many months and the brand is idle
for the rest of the year.
•A brand cannot sustain in a two-month or three-month
window, consumers should always be made aware of the brand
to avoid the brand to fade out or die.

9. SPONSORSHIPS
•Initiatives - Inter-school /College ,
Gully cricket tournaments , winner gets
a chance to be part of CSK Team.
• Sponsoring Cricket Training centres
to nurture the budding cricketing talent
in the country.

10. FRANCHISING
CSK
=
SPORTS +
ENTERTAINMENT
and not just a
Cricket team.