The sixth season of the Indian Premier League has been a much awaited gaming season for the participating teams and brands alike. This season, Mumbai-based SMAAASH has teamed up with Mumbai Indians to launch an exclusive ‘Mumbai Indians Ka Adda’ – an official hangout Lounge for its fans. SMAAASH is the newly launched entertainment and recreation centre in Mumbai that offers a range of gaming and leisure experiences, including a telecast of the IPL matches.
Using simulation technology, SMAAASH gives an interactive experience to visitors in games such as cricket, football and racing. As part of the ’Mumbai Indians Ka Adda’ launch at SMAAASH, the MI fans were presented with a new co-branded Mumbai Indians – SMAAASH card. The specially designed ‘Akkha Mumbai Khelega’ card presents an exclusive opportunity for a Mumbai Indians fan to play cricket against their favourite Mumbai Indians’ bowlers at SMAAASH.
Unveiled by the God of Cricket and Mumbai Indians team player Sachin Tendulkar, SMAAASH card also offers the fans a chance to win loads of Mumbai Indians goodies, including Mumbai Indians cricket gears, Meet & Greet with Mumbai Indians players, special training session with Mumbai Indians coaches, tickets to all eight Mumbai Indians home matches, among many other prizes.
In a view to build an interactive online community, SMAAASH joined hands with Foxymoron, a Social Media Marketing and Digital Solutions agency, to drive fans to the MI ka adda through a Facebook engagement strategy.
Promoting the SMAAASH card
The Facebook page of SMAAASH was regularly updated about the card and its benefits right from the launch day. Pictures and videos of the Mumbai Indians players having a shot at the virtual games was shared with the 37K strong fan base. The page availed the Facebook Offers feature for offers like unlimited drinks and starters for all MI matches at Rs.1999. This is sure to lure more fans to the Adda!
One could also play games like checkmate the MI bowling attack with their cover drives or bat against them through specially created games at the MI ka Adda.
With cool promotions and the promise of exciting virtual games, MI ka adda has been touted as the place for Mumbai Indians fans to be during their favourite team’s matches. The exclusive offers on the SMAAASH card designed for MI fans, could be, however, promoted in a more creative manner.
SMAAASH can bring in fans to visit the adda more often with the use of offers through location based apps like FourSquare – giving rewards in the form of free or discounted games to the most check-ins made during the ongoing IPL season, an exclusive gift to the SMAAASH Mayor, amongst other offers can help bridge the online-offline gap. Besides, creating an augmented reality based application on Facebook, can also help fans to get a feel of the virtual games.
Nevertheless, SMAAASH will have adequate visitors after the smart move of joining hands with Mumbai Indians. What do you think?
P.S. This article has been edited to add the other games created for MI fans, as pointed out by the agency.
Disclosure: Foxymoron is an advertiser at Lighthouse Insights