This is a guest post by Nitin Amlani, a student at Narsee Monji College of Management Studies, in which he reviews ‘CricJockey’, a campaign by Hyundai India with ESPNcricinfo to find the most passionate cricket fans.
These days brands are investing time in finding passionate fans. Whether it be a sport or about food or music, brands are ready to experiment, give fans a chance to show their skill along with incentives. All for being a social brand! With the ongoing ICC Champions Cup that is happening in UK, brands are ready to test the passion of fans for cricket. And as you know cricket is a religion in India, everyone seems to have an opinion here, so Hyundai India has given a chance to the passionate fans who live with cricket 24X7.
In the hunt for selecting the best CricJockey, Hyundai Motor India Limited, a subsidiary of Hyundai Motor Company, the official partner for International Cricket Council has partnered with ESPNcricinfo, to find the fans with the most passion for the game.
CricJockey ‘Blue by Heart’ campaign
“Blue by Heart” campaign took off in its offline avatar by exclusive showcasing of Cricket Balls for the first match between India & South Africa. This experience was showcased across Hyundai showrooms in 8 cities along with some buzz generating activities.
The multi-phase contest comprises of following two rounds:
For round one Hyundai had showcased different videos (Shane Warne ‘Ball of the Century’, Afridi’s wicket off a No Ball and likes). Participants were supposed to submit their commentary on one video of choice in Text/Audio Format. Based on the quality of the content and telephonic interviews of the participants, Hyundai announced the list of Super 8 participants who qualified for Round 2.
The super 8 finalists need to submit their Personal Introduction (written or video) depicting their passion for the game. They also needed to submit Match Report for India v/s South Africa match and participate in Google Hangout with ESPNcricinfo Editorial Team. Judgement was based on audience votes and inputs by editorial team. At present the contest has selected the 8 finalists and fans are waiting for the winners that would be announced on 16th June.
The tangible incentives are in the form of tablets, smartphones, 3D HD TV and home theatre system for the top 3 podium finishers. Apart from these, winners also get a lifetime experience of visiting ESPNcricinfo Studios in Bengaluru and participate in Google Hangout as part of the editorial team.
CricJockey social media integration
Both Hyundai India and ESPNcricinfo have minted their social media presence for spreading the word about the hunt and on time updates about the contest. Hyundai India which has more than 1.7M fans on Facebook has a presence on other networks such as Twitter, Google Plus, YouTube and Pinterest.
The Hyundai Facebook page has been posting interesting and relevant content about the contest along with a link that drives to the microsite. Right now the contest is in its final stage so the focus has been showcasing the selected top 8 CricJokeys.
However, the brand has not created any Facebook app like ESPNcricinfo has done. The app which is not driven for getting more likes, has the entire experience of the microsite encapsulated in the app.
On Twitter, Hyundai India which has more than 2600 followers is more or less posting the same content from Facebook. Google Plus has the same content strategy and Pinterest has a board called ICC Champions Trophy 2013 but with the same set of images already present on Facebook. A common problem when you have created presence in too many social media networks.
Nevertheless, YouTube channel which has more than 1260 subscribers has created a kind of interactive experience. The showroom tab gives more info about the current model and along with that, you have options to land on the microsite.
Has Cricjockey clicked on social media?
Cricjockey by Hyundai & ESPNcricinfo is yet another example of a social media campaign which tests the skills of the participants (in this case cricket commentary and reporting skills) at each stage. However, the significant difference with Hyundai’s strategy is that they have taken great care to maintain the credibility of the judgement. By joining hands with ESPNcricinfo – a media company specializing in cricket commentary and reporting – they have made sure that judgement is genuine and a high quality content is on display. This clearly reflects in the quality of entries of the Super 8 finalists (Listen Audio here), which was certainly missing in Money Gram’s “Ultimate Cricket Contest”.
Hyundai has also taken care to improvise by maintaining the interest among masses through goodies for casting votes for Super 8 finalists, as well as goodies for every 100 participants in CricJockey and likes.
Also, the offline avatar of Blue by Heart Campaign has been leveraged to great extent. After successfully conducting First Ball, Last Ball & Trophy tours across cities, Hyundai has also launched “Fan Parks” in 7 cities at premium malls. Fan Park will showcase live screening of matches fromm 6th t0 23rd June!
The social media campaign of CricJockey seems to have generated interest across age-groups among the cricket lovers. The following two Super 8 finalists certainly validate the above claim:
Do let us know your thoughts about the Hyundai India & ESPNcricinfo campaign and whether it was able to catch your attention.