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    Aircel National Tenpin Bowling Championship: Comapny connects with bowling fans

    Synopsis

    In the recently concluded Aircel National Tenpin Bowling Championship, the brand managed to connect with bowling fans from across 35 countries including US, UK, Australia, Pakistan & China.

    MUMBAI: Aircel became the latest brand to ride the sports wave to connect with consumers. In the recently concluded Aircel National Tenpin Bowling Championship, the brand managed to connect with bowling fans from across 35 countries including US, UK, Australia, Pakistan & China.

    The event was streamed live through aircelbowling.inand over 1500 hours of the sport was consumed online. Engagement was parallely driven through social media campaigns, BTL initiatives and a QR code campaign in print - which the brand claims got 500 scans in 7 days were all part of the initiative.

    Brandmovers, a brand promotion agency relied on the power of internet to deliver results for the brand. Suvajyoti Ghosh, director, Brandmovers says, "We live streamed the bowling event because it is the most effective solution for niche content categories.

    While the cost of TV production and distribution for an event might run into hundreds of millions of rupees, the entire this project was done for under a million (approx Rs. 10 lacs). Compared to television, where there is spillage, using digital media we were able to reach out with the live stream to a targeted group of viewers, engaging them with the sport and the sponsor brand."

    While media in India is not as cluttered as the West, viewer-fatigue and the need to innovate are high on agenda for brands. Internet, social media and sports seems to be providing just the opportunity.

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