Kolkata cheers for KKR with digital interactivity
By Nabamita Chatterjee - February 25, 2014
The live interaction at outdoor grabbed numerous eyeballs and helped hitting the specific TG of KKR

"When we thought about this initiative we realized that a lot of people do not know what an auction is and also, a lot of people have not been given the voice to speak about the team. The aim was to make the commoners more aware about the auction, which is the first and foremost part of the IPL series. Secondly, our aim was to make them the stakeholders through an interactive platform and it was possible through digital media. India being a mobile market, we thought that why don't we create a free missed call facility to voice their opinion regarding their team. Thus we literally devised 100 missed call numbers for the mass so that they could call and voice their opinion. This is not only helped in the auction but it also gave us the opportunity to build up a two-way relationship with the fan base of KKR and this will help us in communicating with them regarding anything, including match summary and such. The digital billboard is connected with a live server and as the result of the auction is coming out, the name of the player who is on board with KKR is instantly updated on the screen. We have also set up four other billboards in different transit points of the city. With the live action on the billboard with minute-by-minute update we wanted to give the feel of a carnival,†shares Manish Kumar, Chief Digital Officer, Red Chillies Entertainment.

"The concept was to create something new and innovative through some live action and here with the help of this LED screen Kolkatans got the accurate information instantly about the biding,†said Anirban Bose, General Manager, Selvel Advertising Kolkata.
Apart from this, the brand team of KKR arranged for an on ground activation where people have been given free recharge coupons, food coupons and many more to the crowd who were all part of the celebrations.
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