Britannia #5050Fusion – Content Drives User Participation To Create Perfect Combinations

Britannia 5050 and Experience Commerce once again trust content to drive their latest campaign #5050Fusion with RCB cricketing stars - Virat Kohli, AB de Villiers and Chris Gayle

Prasant NaiduBrands
Britannia5050_Fusion_IPL_Campaign

Last year Virat Kohli, the most popular cricketer in present times and the captain of Royal Challengers Bangalore was shaking a leg with his team mates, this year he is indulging in some sher-o-shayari with AB de Villers and Chris Gayle. Will the three RCB stars succeed or is there a 50-50 chance?

There are 4 short TVCs, 3 are already live and looking at the clips of bowlers/cheerleaders, you wouldn’t say there is any 50-50 chance. The cricketers not only crack the shayari code but also have fun while being associated with RCB’s official snack partner Britannia 5050.

Launched during the last season of IPL on digital with the #5050Feeling, this year the sweet-and-salty biscuit brand Britannia 5050 has extended it to #5050Fusion to connect with IPL fans during RCB matches. (Read: #5050Feeling: Inside the IPL8 Content Strategy For Britannia 50:50)

With the objective of creating a brand recall that Britannia 5050 is the “Perfect Combination of Taste”, the brand thought of blending in “RCB’s Exceptional Players or/and Fan attributes in IPL” with the “Perfect taste of 5050”. This further evolved to the core idea of the latest campaign: #5050Fusion.

“#5050Fusion is the perfect combination of 2 things to tackle a particular situation.  It can be a fusion of personal attributes or qualities or names and so on.”

For this season, the brand once again has placed its faith in Experience Commerce, the Mumbai based digital agency for the pre-buzz and the execution of #5050Feeling.

#5050Fusion micro-portal

Along with the videos, the campaign has a microsite that acts as a central hub for all the content and information related to the campaign. Wrapped in the Britannia 5050 colors, the portal has a simple message for fans – “Fuse two things to make a perfect combination and stand a chance to party with Team RCB.”

There are two action buttons – Participate Now and Featured Fusions. Check out the examples or the featured ones before you create the #5050Fusion.

#5050Fusion on social media

On social media – Facebook and Twitter have been used extensively to promote the campaign, initiate user participation and keep the momentum going throughout the campaign. Take a look at the wide variety of interesting content created so far:

Featuring #5050Fusion for inspiration

Brushing up the IPL lingo with #5050Fusion-ary

Re-defining fandom the RCB way

Fusion between cricket and Bollywood

Featuring shayaris

And finally the winning entries

But then pranks are not over yet

#5050Fusion the content way

Content plays the lead role on digital for #5050Fusion which was also the case with last year’s #5050Feeling. It had a mainline campaign, tie-ups with content creators and involved user participation.

This year #5050Fusion digital campaign is driven by content but by RCB fans. Nothing better when the community stands for a brand and carries it forward. In the present campaign, RCB fans have come together in support of the Britannia 5050 campaign, and with users driving the campaign this has also led to a strong brand recall.

While it is a user led campaign, the content created by the agency to keep the tempo going on for a longer duration is commendable. The various content ideas shared earlier are one of the reasons for the prolonged user participation. Housing all the content pieces at the micro-portal as a repository ties up the campaign neatly.

RCB fans may not be too happy with the team’s performance so far as they need to win all matches from here on, however Britannia #5050Fusion should be happy that it has been successful in getting fans to bring up the perfect combinations on digital.