Close on the heels of earlier partnership between Airtel and Manchester United, we now have FC Barcelona partnering Nokia India. The Indian football scene is surely getting warm and I for one would love the see the focus shift away from cricket. Back on the partnership news, FC Barcelona has partnered with Nokia to become its regional partner and this is the first such partnership deal for FC Barcelona in India.
As part of the partnership, Nokia India will launch the campaign ‘Tiki Taka with Nokia Luma’. Tiki Taka is a style of football made famous by FC Barcelona where the players are involved in a high intensity game with short and quick passes. With an aim to increase popularity and awareness about football and also about FC Barcelona, the campaign envisages engaging users of Nokia phones through various channels – digital and television. As part of the campaign, 11 winners will be flown to meet the FC Barcelona team and watch their match.
Tiki Taka campaign
While the ‘Tiki Taka’ campaign is going to run for 6 months, the next step as unveiled by both the companies is to launch a digital campaign that will enable users to tag photos, FC Barcelona flags on various digital channels. As part of the social campaign, they have already started engaging fans with this video featuring Shah Rukh Khan:
Within couple of hours of sharing the video on their Facebook Page, Nokia India is already seeing traffic with more than 1000 ‘Likes’ and 68 shares. Not to mention that the video too has already got more than 2400 views. Next stage of the campaign would soon see the launch of television and mobile apps.
While we wait for official apps on social channels and Lumia phone, we believe that it will be great business for Nokia India and FC Barcelona. With the former already struggling with sales, targeting football fans with pre-loaded FC Barcelona app in Lumia phones should add numbers plus the views that it would generate over digital channels. For, FC Barcelona, there cannot be a bigger fan base than India. They have already identified India as a ‘ strategic location’, and along with Nokia India, it will be easy for them to scale across the country.
The Indian consumers are still married to cricket, FC Barcelona and Nokia will have to break certain barriers and get those consumers interested. Coupled with that, India is a big market for feature phones rather than smart phones. Hence the apps that Nokia plans to have, should also consider such users. This would amplify their efforts to reach a mass consumer base.
While we track the news about apps and other contests, you can just login to their Facebook Page and enjoy the updates. And if you’re a football fan, do let us know if you would latch into the apps and various contests over the next 6 months?