IPL 2019: Five brand campaigns with intense fan engagement

Indian Premier League is expensive an affair for brands as big an opportunity it brings to target audience across the length and breadth of the country and beyond the boundaries.

The companies who commit crores of rupees to mark their presence in the IPL don’t just restrict them to brand promotion with the commercial tie ups. Fan engagement that helps generate a loyal base of targeted audience has been the essence of brand campaigns. The engagement offers include lucrative discounts, cash backs to privileged access to the IPL games.

InsideSport.co brings to its readers five most impactful campaigns of IPL 2019.

Dream 11: The most active brand

Dream 11 has been the most active brand this IPL season – not only in terms of its logo presence for the IPL central sponsorship and association with seven of the eight teams. The fantasy sports platform is also a broadcast sponsor for IPL on Star Sports. In spite of one of the strongest brand presence during the IPL 2019, Dream 11 is also leading the field in terms of client activation.

The Dream 11 lucky clients have got lucrative offers like access to the match, opportunity to present post-match prize and hospitality box access during the games.

Swiggy: Discount up to 60%

The food delivery app Swiggy has offered a 360° integration for the cricket fans during IPL 2019. Besides, strong on-air presence during the IBL live broadcast, the brand has tied up with the IPL live and exclusive streaming partner Hotstar. The association allows fans to place their food order on Swiggy while continuing to watch the game on the OTT platform. Hotstar during the IPL broadcast provides an onscreen option to connect with Swiggy without an interruption in live action.

The fans also get discount of up to 60% on their orders. The discount applies if an order is placed within six minutes after a six is hit in the match.

The trick has seen Swiggy business going up by 30% this IPL season.

Zomato: Discount and Cash back

One of the Royal Challengers Bangalore commercial partners, Zomato has assured its brand presence during the league well beyond the franchisee tie-up. While promoting the brand association with the Virat Kohli-led RCB, Zomato has also kept cricket fans engaged with lucrative offers. While placing an order on the Zomato app, fans can predict the winner of the match. The right answers get 40% off and 30% cash back on the order.

Goibibo: Travel Cash

The travel and ticketing app is offering lucrative travel cash to its clients who keep the GoIbibo app open during the IPL live games. The best way to keep traffic hooked to the platform. The targeted clients get an opportunity to get up to ₹ 600 travel  cash, which they can use for buying tickets on the app. The offer provide ₹ 4 for every hit to the fence, ₹6 for a sixer, ₹ 50 or ₹100 on every half-century or century and ₹20 every time a wicket falls – all this for just keeping the app open during the match.

Jio – Connecting all dots

Reliance Jio is the brand with the strongest presence and connect in the IPL 2019. On air, on-ground and with each team – Jio is connecting the dots with its strong sponsorship network. Different teams might have different swags, but each one of them has a common celebration Jio Dhan Dhana Dhan – the brand promotion narrative that brings all teams on single platform after Kingfishers ooh… lala… las has disappeared from the scene.

As IPL 2019 draws to a close with the Chennai Super Kings-Mumbai Indians final on Sunday, May 12, sponsors’ bonanza for fans continues unabated. Britannia is back with its “Britannia Khao, World Cup Jao” offer, offering lucky customers an all-paid trip to the ICC World Cup in England and Wales.