Mais conteúdo relacionado Semelhante a Ambush marketing in IPL (20) Ambush marketing in IPL2. CONTENTS
IPL 2013 Official Sponsors
Why brands leverage IPL?
Quikr IBL Campaign
Coca Cola vs. Pepsi – The arch rivals
Cadbury T20 “Shubh Aarambh”
Star Plus vs. Sony Max
© Seema Gupta
5. Why brands leverage IPL?
IPL fetches brands a lot of money because
IPL is highest profile showcase in the world for T20
cricket
Sky reaching commercial success
Cricket fever in India out of limits
Entry of celebrities in IPL
© Seema Gupta
7. If he would have been a
mobile/ laptop/bike ……….
……. he would have been
quickly sold on Quikr
© Seema Gupta
8. This ad was related to unsold cricketers who were
not playing for any IBL (Indian Becho League) team
What’s the problem then???
The word IBL was deliberately coined to sound like IPL
IPL brand managers got Quikr to beep out the word
IBL in its ads later on
Would this beep have been helpful???
The beep generated free word of mouth promotion
of the brand.
© Seema Gupta
12. To avoid any chances of ambush, Pepsi also bought
pouring rights for all the teams but one.
Pepsi’s bad luck:
Coca Cola bought pouring rights for Mumbai Indians – the
winning team and got to serve in home matches of Mumbai
Indians
Where’s the ambush???
Coca Cola put up several kiosks right outside Delhi's Firoz
Shah Kotla and Chennai's Chepauk stadiums where young
boys and girls in red T-shirts sold the newly launched 400-ml
Coke bottles for just !!! © Seema Gupta
13. Pepsi’s counter attack
Pepsi introduced a congratulatory ad for Mumbai
Indians, on newspapers featuring a picture of the
team lifting the cup. The headline of the ad read,
“ ”, directly rhyming
with the Pepsi theme, “ ”, thus hitting
back at Coke.
© Seema Gupta
17. Cadbury’s cleverness
Used the fact that T20 is used in synonymous sense with IPL in
India.
On the inaugural day of IPL, Cadbury ran full page ads in
newspapers with the message “ ”.
The campaign was smartly advertised using social media
platforms also, like Twitter and Facebook where
(an Indian cricket commentator and journalist) judged
the best consumer tweets and winners were presented gifts
daily
© Seema Gupta
20. On IPL’s inception in 2008, Sony Entertainment
Television (Set Max) and Singapore-based World Sport
Group secured the 10 years television rights for
.
Star India has signed a deal to be associate
sponsor for IPL from 2013.
Celebrities from TV shows being aired in Star India will
be presenting “Soch Nayi” awards to best performers.
© Seema Gupta