The DLF Indian Premier League, one of the biggest cricket extravaganza in the recent times, has started today!
Mumbai Indians has won the first match of the DLF IPL!! Though I dont have any team as my favorite in particular and am not really tracking the event for the teams and the matches, but there are many other reasons which I am tracking the event for!
The design of the event, the execution and specifically the activity happening on the internet with respect to the event. While driving to work each morning, I hear Coca Cola’s ads on the radio and the disclaimer at the end says www.dillidilse.com and today finally I got the time to catch up with the web site.
Including interactivity and creating an advertising cum promotional campaign with an objective for making the message viral is an one of the best possible ways today to engage your target audience. With Social Media changing the rules of the game, such a campaign was on the cards!
But showing a bottle of Cola getting filled surrounded with cricket – Hmmm, I have my doubts!
The color and the design interface looks good, interactivity has been taken care of, to the extent that you can move the cards on the home page as you feel like. The entire concept sounds good, but I still am negative on this going viral and far from establishing Coke as the official drink for the DLF IPL (though this may not even be Coke’s vision) this is purely my thought on the platform and business objectives and value related to it.
I remember reading a case study while the Beijing Olympics were on, when people were not sure whether Pepsi or Coke was the official drink of the games!
A simple intuitive Strong Call to Action interface would have been better!
The campaign is engaging to the point that I would like to know the Delhi team, but am I really interested in knowing if a player is a Libran and what his interests are?! Would I share this information along? NO!! Virality is a far off dream, though it may work for Coke, as it would spend big marketing dollars in employing big online marketing agencies.
I remember a couple of previous viral campaigns which I blogged about previously, with simple, 2 static flash based web pages, but a high Call To Action! They clearly never gave you an interruptive message at your face to go and buy the product, but were high on Brand Establishment and brand recall!
The message being delivered by Coke can be much enhanced and the whole campaign be leveraged towards a higher engagement value with the end consumer, carefully working on the market segmentation, and understanding the message that the consumer is looking out for.
Looking forward to some exciting action at the DLF IPL!!
