A Popular Chewing Gum
Brand Reached 3.6 Million
Cricket Fans
Fans reached
Active participation
of fans
Impressive
engagement rate
Objective
Maintain audience engagement during a high-energy sporting event without disrupting their viewing experience.
Strategy
The brand strategically identified natural downtime moments in the Cricket game—instances where excitement momentarily dips. The idea was to transform these pauses into engaging experiences through an interactive gamified campaign, ensuring sustained viewer engagement and keeping the excitement alive throughout the match.
Our Execution
Silverpush helped the brand overcome these challenges by combining sports sync with interactive video ad solution.
The real-time sports sync technology identified dull moments to activate brand ads. Simultaneously, the interactive ad solution curated dynamic ads with customized messaging for live cricket triggers, guaranteeing audience engagement during lulls.
Interactive ad solution
Fans embraced the challenge, choosing between the nostalgic gully cricket tennis ball and the professional cricket ball for an immersive gaming experience.
Results
The campaign exceeded all expectations, with the ad emerging as a standout performer - garnering exceptional audience interaction, especially during dot ball moments. It achieved a reach of 3.6 million, with 100,000 fans actively participating, and delivered an impressive engagement rate of 5.6%, underscoring the effectiveness of our impactful strategy.
Awards Won
- Bronze - Best Event-Specific Mobile Ad Campaign - Datamatixx Awards'24
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