Case Study: Reebok Rides The High Waves of IPL (mkhoj)

To leverage the brand association with high profile Indian Premier League (IPL), Reebok, the global sports and lifestyle brand, capitalized on the festivity by being the official sponsor for four IPL teams. Reebok also decided to tap into the mobile advertising channel to increase the sales of its IPL merchandise like the IPL jersey. Reebok chose its trusted partner mKhoj to design and run the new campaign.


The campaign, primarily targeted at increasing the purchase of IPL merchandise, had to maintain the brand image of creativity and innovation.

Campaign Goals

• Create the buzz about the campaign and initiate accelerating publicity




• Drive purchase intent

Solution

• Assisted in the creation of the WAP site




• Maintained focus on keeping the WAP site interesting to the users by providing content




• Downloads like wallpapers, functionality like being able to locate nearest store etc.




• Devised methods to drive up the engagement. E.g. Refer a Friend, Send Wallpapers, Gift a Jersey etc.




• Reebok ads were also placed on WAP sites with primarily cricket, sports and youth oriented traffic like sports sites, social networks, entertainment portals etc.

Highlight – Gift a Jersey

• While there were many highlights in this campaign, the center stage was occupied by the Gift a Jersey feature.

The audience mainly comprised of young users and hence involvement of the audience was kept in focus. Wallpapers of jerseys were created and provided for download. These jerseys provided ways to drive up the level of interaction. Users could send these jerseys to friends as gifts or could show their support to their teams by sending around the team jersey. The target audience took to this new idea with high zeal and the jerseys were sent from user to user thus creating the buzz factor around the campaign.

Source: Mobile Marketing Association