Vodafone’s beloved brand icon ZooZoo is all set to make an appearance again in the upcoming season of Indian Premier League. The telecom company has been associating with the league since its inspection, and the ZooZoos have helped them create a huge fan base on social media.
According to a report in ET Brand Equity , This time around Vodafone is looking at creating various engagement activities through the course of IPL matches. With initiatives such as SuperFanKiSuperwish and SuperCheer, the brand is betting big on the ‘fan factor’ from a pure engagement perspective.
To participate in the SuperFanKiSuperwish initiative customers can use SMS or log on to Vodafone’s app. Winning participants can choose to dine with their favourite cricketer, join IPL stars at a net practice, participate in Extra Innings show on Sony, take a selfie with the IPL trophy, amongst others. A SuperFan can also watch the match from a Vodafone store, anywhere in the country, if he/she cannot be in the stadium.
After the success of the brand’s cheer ‘Hakke Bakke’ in IPL 2016, Vodafone brings another SuperCheer with the return of the ZooZoos. With a few digital spots, Vodafone will showcase the spirit of IPL with the little characters displaying their signature steps.
Of late telecom companies are focusing a lot to promote their data offers, Vodafone is making sure that it creates a high decibel campaign around it. The brand is featuring everyday life moments with its Data Strong Network, and will continue to bring in fresh stories on television in the next two months.
Siddharth Banerjee, EVP- marketing, Vodafone India, mentioned that the IPL campaign will have a lot of digital presence. He added, “Our spends on digital this financial year increased by 50%. We have also set up an in-house social listening room to understand the pulse of our fan base.”
Banerjee also mentioned that the ZooZoos may not be featured in a television spot but he and his team will keep their options open.