Toon Cricket @ Stadiums

Challenge & Idea

Event: Toon Cricket, India’s only 20:20 cricket tournament exclusively for children

Target Group: Children aged 6 – 14 years in Mumbai and Bangalore

Challenge: To capture and retain the TG’s interest in the event by engaging them in an interactive and innovative manner

Central idea: Cartoon Network’s TOON CRICKET used intARact, BluFi, Games and mobile applications to build a bigger connect between three well known combinations of cartoon characters, cricket and kids

Our SolutionThe campaign was planned & executed in two

phases

Phase I– Pre Event

• Augmented Invites were being distributed which carried the intARact code printed on it

• Instructions to download the intARact browser was printed in the invites

• On installing the browser, one could scan the code in the invitation to receive an exclusive Toon Cricket Brand Zone

• The Brand Zone featured information about the Toon Cricket Event, its teams, mobile content such as wallpapers and videos

• To create engagements for the attendees at the Toon Cricket event, TELiBrahma turned the entire stadium into a BluFi zone enabling users to receive rich media engagements• During the event “Toon Cricket” Brand Zone was delivered to the users via BluFi• To increase interactivity with the brand at the event, kids were prompted click pictures of themselves and upload it through BluFi to see their picture captured in a wonderful Cartoon Network themed frame• They were also able to share the pictures on Facebook and other social networking sites

Phase II– At the event

ActivationsInvitee pass with intARact Code

Standees with “Turn ON Bluetooth” Communication

intARact code

Experience

To experience the application: SMS TC to 58558 or access http://blufi.mobi/toon on your mobile to download the intARact app and scan the code in the Event brochure

Thank you