Indians love their cricket as much as they love watching films and discussing politics. Brands know this and prefer to keep a close association with the sport and its players. And every cricket season sees brands engaging consumers in interesting ways. This cricket season, Videocon d2h – one of India’s direct to home (DTH) satellite TV service – as well as the principal sponsor of the ‘Mumbai Indians’ team, has launched a fun Book Cricket game called ‘Flip-a-ton on Facebook. The game is the online avatar of the book cricket we played in school during free periods, remember?
Managed and executed by digital agency Digital Latte, it is targeted to appeal cricket lovers where the incentives for playing and winning are relevant too. A high scorer chosen every week wins an Original Adidas Mumbai Indian’s autographed jersey, designed by the famous designer duo – Shantanu and Nikhil. There is also a grand prize at the end of the tournament, but I wasn’t able to find out what it is.
Flip-a-ton on Facebook
Hosted on a Facebook app called Flip-A-Ton, the game does not require you to ‘like’ the Facebook page; you have to register with your email and mobile number instead. Once you register, you start playing by clicking on Flip button.
The app has this neat Videocon Cricket Book uploaded with pages highlighting the features of Videocon d2h along with some fun trivia about Mumbai Indians. Read the ‘Pitch Rules’ before you start flipping the book.
You get to play a 6 ball over, with each game consisting of 5 overs each. With every flip the runs added are relevant to last digit of the right side page number. Pages ending with 2, 4, 6 and 8 fetches you the respective runs, while 8 stands for 1 run and 0 gets you out. You can participate multiple times as only the best runs will be considered on a single day.
At the end of a game, you can challenge your Facebook friends by inviting them to the game. Else, there are options to share your score on Facebook and Twitter.
How cool is it?
The concept isn’t a unique one; a book cricket virtual simulation has been seen before. During the Indian Premier League this season, The Muthoot Group, one of the oldest and largest financial groups in India, had launched a CSR initiative along with NGOs like Save The Children and Magic Bus. Apart from offline activities, a Flip Cricket game was also created on its Facebook page, where every run scored would add up in the contributions to the cause.
Design-wise Flip-A-Ton is a neat one with the brand color purple embedded within. It does make use of social sharing buttons, adding to increased visibility. However, it does not help grow the Facebook community with a mandatory ‘like’. Instead, the app requires a mobile number to register with, which is the only issue I have with it. For one, it discourages many to play the game, and secondly collecting mobile numbers and email for further marketing, is not cool. In fact, Videocon d2h did the same with ‘The Asli Picture’ campaign. Apparently, the brand has a clear goal for running Facebook campaigns.
Nevertheless, a relevant game and prizes for this cricket season. What do you think?