KKR, RCB & MI Get Innovative In Their Video Strategy For VIVO IPL 2016

This year RCB and KKR have invested aggressively in videos while growing their community on YouTube, and MI has focused on Facebook videos

West Indies won the ICC T20 WorldCup 2016, celebrated with the Champion dance. IPL team Royal Challengers Bangalore is in the finals of VIVO IPL 2016 and they celebrated the win with an impromptu bhangra. A super heroic knock from AB de Villiers has given RCB a ray of hope to win the cup for the first time. But before that one last game, here is the post match winning celebrations from the RCB camp with their captain Virat Kohli.

The video comes from the dug out of the RCB’s digital team uploaded on its YouTube channel. More than 140K subscribers, the six-year-old channel has taken it forward from where it had left last year. RCB is one of the very few IPL teams that has invested consistently in videos year after year. Besides, Mr. Nags makes a whole lot of difference to RCB’s digital offering to its fans.

2016 is the year of videos. Visual story telling is now in the form of GIFs and videos. The year has already seen the emergence of various forms of videos – from long formats to live videos to 360-degree videos. Long formats may have taken a dip but live videos are a hot property. With Facebook pushing live videos, Indian brands and publishers are desperate to try it out. Recently during the Assembly Elections 2016, Firstpost created a make shift newsroom on its Facebook page. There have been enough examples that show brand interest in adopting 360-degree videos.

Besides RCB, this year the IPL has witnessed handsome investments from other teams on videos. Along with creating content on social networks such as Facebook, Twitter and Instagram, quite a few teams have invested in creating web original videos. These videos bring you the behind-the-scenes action from dressing rooms, player interviews and scoops that might interest a fan.

RCB YouTube strategy

Out of 8 IPL teams, only three of them RCB, Kolkata Knight Riders, and Mumbai Indians have evolved in their video strategy. From just posting random videos, all these three teams now have a well thought of strategy for videos. For instance RCB that launched its YouTube channel in 2010, roped in RJ Danish Sait last year and started the very popular series #RCBInsider. (Read more: Inside Royal Challengers Bangalore’s YouTube Strategy For #RCBInsider)

Danish is the quintessential RCB fan who dons his popular character of Nags or Nagaraju who thinks that he has been roped in this show for his super star quotient, which is lacking in RCB. “Nags is the super star who has been roped in to solve the problems of RCB. The entire show has been sketched as if he is the superstar who has access to the entire RCB team. In fact we also launched Nags via a funny press conference to increase the buzz among fans,” Rahul Sengupta, Account Manager at Experience Commerce (the digital agency working with RCB) informed.

This year the series continues with a bit of war and peace this IPL. Around 14 videos have been uploaded in the second season and the latest one is with Virat Kohli. This time there is no war, only laugh but before Virat leaves he makes sure to paint Mr. Nags in red. The video (embedded at the top) has fetched more than 300K views on YouTube.

In addition to this, RCB is doing quick fun video interviews with the better halfs of the players. The latest video is with Ragini Singh, better half of Varun Aron. The video with 29K views on YouTube sees her sharing 5 tips for people catching the T20 games in the stadium.

KKR YouTube strategy

Another IPL team that has been doing really well with videos is Shah Rukh Khan’s Kolkata Knight Riders. Started in 2011, the YouTube channel has more than 7 million fans. With the core message of #AmiKKR, the team this year once again kicked of the Inside KKR video series.

The latest episode is an interesting one; it showcases the lives of KKR Cheerleaders, the amount of practice they have to do and the fun part of their job. The video ends with bit of dance and craziness.

KKR Knight Club is another web show that has been running with quite some success. The web show is nothing less than a TV talk show for the KKR fans with an added fun quotient.

For instance the latest episode talks about the KKR knock out game with Sunrisers and how well are both teams placed. The show has KKR fan boys and fast bowling sensations Shoaib Akhtar and Brett Lee in the studio discussing about the all important game, including a walk down to Gautam Gambhir’s Delhi connection and a quick chat with KKR’s in form batsman Yusuf Pathan.

Other than uploading these videos on Facebook, KKR has been sharing some very interesting short Facebook exclusive videos. Showcasing the playing team in a quick cool video is definitely going to be loved by KKR fans.

MI Facebook video strategy

Mumbai Indians who had a good season in just patches this year has done an interesting job with videos. While we saw KKR and RCB focusing on building their community on YouTube, MI has been uploading all its video content on its portal and on Facebook.

Named as the MITV on the portal, majority of the videos uploaded this season are short ones. For instance in one of the latest video MI players Martin & Corey share their thoughts on whether they are fussy about their bats. The video uploaded on Facebook has so far garnered 1.9K views.

MI has focused on bringing the inside story of a player’s life with these videos. We see Bhajji talking about him packing his bag, Pollard sharing what he has in his kit bag, and then there are pre-match video stories.

It’s impressive to observe the video content strategy of all the three teams but at the same time it is disappointing to see other IPL teams not investing in videos. Interestingly, teams like Delhi Daredevils, Sunrisers, Kings XI Punjab had a good video strategy last IPL but this time  it seems either they have dropped videos from their digital strategy or don’t have a strong content strategy for videos at all.

For this year RCB and KKR are the clear winners when it comes to videos; they are not just uploading video content but have a strong thought process behind the videos. Besides, every IPL both the teams have evolved in their strategy and have upped the benchmark.