1. Case Study _ Royal Challengers Bangalore
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BUSINESS CASE
Royal Challengers Bangalore, the official owners of the Bangalore based franchisee of the
Indian Premier League (IPL), wanted to leverage this opportunity to create a top of mind
recall for all the cricket fanatics and to let consumers know about the brand’s passion
towards cricket in India. While there are a lot of other brands, sponsors trying to grab the
attention of this crowd, the challenge for RCB was to break through the clutter and join the
passion with fans.
RCB wanted to create a platform for brand loyalists to become brand ambassadors. They
wanted to create additional engagements that would create superior experience for people
watching the match.
While analyzing the challenge, it was figured out that Mobile is the device that users have,
but they cannot do much with it as the network is inconsistent,
 Users enjoy stadium experience but miss TV experience
 Every Indian has an opinion and more so in cricket
SOLUTION
Consumers turn on Bluetooth/ Wi-Fi on their mobile to be a part of a first of its kind digital
experience within the stadium. They could upload their photos, start the discussion threads,
view the opinions and even rate the opinions. They could answer quizzes to win great prizes
and download near live highlights on their phone.
To create exclusivity as well as viral, the solution was devised in such a way that only fans
inside the stadium could create posts but all these post were made visible to anyone outside
by integrating it with social networking sites. An exclusive opportunity was created for the
fans watching the match in stadium that was not limited to the experience of new digital
revolution but to boast about them being at the stadium catching up with more than just
the cricket match.
RCB leveraged this forum to continuously engage their fans in stadium by running a cricket
quiz contest during the match. Users were posed with contest questions and were invited to

2. Case Study _ Royal Challengers Bangalore
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respond within few minutes. Fans with the highest number of answers were rewarded with
exciting prizes and Gifts. The in-stadium discussion forum added immense value to the
franchisee by keeping up their reputation of engaging their fans innovatively.
RESULTS
 An amazing number of 50,000 engagements were recorded which was 40 times the
number of twitter feeds that were recorded at the same time.
 50% of the users continue to engage in subsequent matches demonstrating how a
new habit has been built
 30% recorded the opinion