Hero Honda’s aim was to use its ICC Cricket World Cup 2011 sponsorship to raise awareness and generate buzz around its flagship Karizma ZMR bike model.
While there were several elements to its official sponsorship activation – including in-game TV spots and displaying its Karizma ZMR bike model on a boundary podium in all grounds – it was the “Kricket Ka Karizma” gaming campaign that seemed to attract most marketers’ interest..
The online/mobile Kricket Ka Karizma game launched on 17 February and closed on 20 March and was played across host nation India only. The contest was open to all 18+ Indian citizens residing in India who had a valid Indian mobile number with a valid proof of identity and address (passport/voter’s ID card/driving license).
The game was based around a core website and could be [played online or via mobile platforms. It was also supported with online banners and TV spots. The objective was to help Indian’s right across the country to feel part of the competition and participate in the tournament itself. So the actual game was based around a World Cup cricket match simulation and the maximum score winners were automatically entered into draw to win a victory lap at the tournament’s final match.
Comment:
Mobile gaming seems like a clever way to reach the diverse, broad and massive Indian cricket loving market. With India winning the competition and the nation whipping itself up into a final frenzy, it was unclear whether the game competition winner actually took to the field on the advertised victory lap with the Indian team. If not, it was certainly an opportunity lost for the brand.
Link:
http://www.kricketkakarizma.com
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