Categories Name : Channel/Media Strategy

Sub-Category : Most Effective Augmented Reality/ Virtual Reality Campaign

Entry Name (Campaign) : IPL See you at the Stadium

Results

Star Sports enjoys the privilege of being the top sports entertainment destination on TV households in India. Given that IPL is the marquee event that brings together a billion fans for the 2 months with varied and changing loyalties, Star Sports was striving to stand out and create synergies with the league in the fans' mind. Unique Reach: 20mn Impressions: 36mn Engagements: 5mn Engagement Rate: 27% (on reach) CTR : 10% The AR filter developed and the campaign deployed around it was to ensure we deliver engagement over and above their regular social media communication during the league phase. The targets were surpassed much before the completion of the campaign and the tournament instilling the belief that people love and support more than just their favorite teams. Brand Lift Studies deployed in partnership with Facebook showed a +2.6 pts (benchmark: +1.5) lift in Brand awareness, and a brand/message association rise of +1.6 pts (benchmark: +1.2) at the end of the league, ensuring that we enable this again now that Star Sports has won the IPL TV rights for another 5 years.