This IPL season, India’s premier digital streaming platform Hotstar launched a brand-new skill-based game WatchN'Play that allows users to test their cricket knowledge and expertise along with millions of other users tuned into the match. It redefines the bar for engagement on Hotstar this Vivo IPL, by shining a spotlight on what goes through a viewer’s mind at a deeper level. And The Social Street, which handles the outdoor duties for the OTT platform, designed the OOH campaign for the new initiative. The campaign consisted of larger-than-life 3D figurines of a batsman’s avatar with the player himself missing. This is symbolic of Hotstar’s search for players and asking users to fill in the missing space by playing the game on its IPL platform. The communication on OOH read “The Largest Player Hunt Ever”.

The campaign, comprising a range of 18 ft. to 35 ft. figurines, covered multiple sites across Mumbai, Delhi, Bengaluru, Hyderabad and Gurgaon. Each of these large-format and high-impact sites were meticulously identified to ensure maximum visibility. The 3D innovation sites were handpicked to ensure eye-level visibility for the installation for maximum registration.

Spencer Noronha, Managing Partner – OOH, The Social Street, comments, “We were very excited to launch this new property for Hotstar. The idea was to create big buzz and drive ample curiosity for audiences to sample and enjoy this real-time gaming experience first-hand. It’s a delight to see the outstanding response that the campaign has received across cities, especially the curiosity we garnered for the 3D creatives.”