It’s hard to tear someone away from the television screen when a major cricket tournament is on. We’re all a little guilty of that. So how do brands stay in touch with their consumers during the game?
Businesses in Pakistan have used Pring to interact with customers when they’re tuned in to watch the match. Millions of people are armed with their mobiles to engage with their favourite brands, without missing out on the game. Consumers are glued to the screens during international cricket tournaments, but with Pring, companies are still able to speak with them one-on-one. What do they achieve from this? Brand favourability? Check. Top of mind? Check. At one with the consumer for the passion of cricket? Check that twice!
This year, anti-dandruff shampoo, Clear, brought out the expert in each of us by asking us our predictions during the Pakistan vs India series last month. Sprite, being the a strong supporter of street cricket, also engaged its fans with cricket analysis and opinions on Pring during the T-20 World Cup. Through Pring, brands don’t just push out messages to consumers but are able to have two-way conversations with them.
At this year’s Super Bowl Sunday, the most watched sporting event in North America, brands such as Audi, Toyota, Chevrolet, Pepsi, Coke, Doritos, and Oreos used mobiles as an interactive device for TV viewers. Mobiles were used as an in-game medium of communication. Voting, direct responses, and compelling engagement were used to interact with consumers individually.
There’s a lesson to be learned from the success of mobile marketing during the Super Bowl Sunday as well as Pakistan’s cricket matches. Even when they are engrossed in a game, people are still accessible. It’s just a matter of finding the right medium to reach them.
Posted by Ghalia Baig Mirza