The Ask:
To create plenty of noise around the Bengal Warriors Prokabaddi team and get the Bengali fan involved.
The Insight:
To the rest of India, Bengalis are known for their intellectual prowess. Not so much their physical prowess. They attribute Bengalis with all talk and little action. Bengalis are likened to critics who can only comment from the sidelines - not actually get onto the playing field and get their hands and feet dirty. For any self-respecting Bengali, that must really sting.
The Campaign:
We created a campaign designed to flame the Bengali pride, urging them to shatter stereotypes and prove their critics wrong.
The rallying cry was...
We started the campaign with a rousing anthem - showing the Bengal Warriors at practice.
We got the campaign going with three web films.
In each film, we have a Bengali fan who is first slighted by an opposition team fan, but then makes a telling comeback, Kabaddi style.
Film 1
Film 2
Film 3
We built social media contests around the three films - resulting in greater fan engagement!
The majority of players were non-Bengalis. We also built engaging contests around these players
- so the Bengali fans could connect with them!
- so the Bengali fans could connect with them!
We created social media posts that allowed fans a peek inside the dressing room,
just prior to a game.
just prior to a game.
And contests that paved the way for user-generated content.
And there were activities designed to get the fan involved with the team and its players.
THE OUTCOME
92,000
Number of fans acquired on Facebook, up from 3,165
Number of fans acquired on Facebook, up from 3,165
22.1%
Facebook Engagement rate of the Bengal Warriors, second only to the Telugu Titans
Facebook Engagement rate of the Bengal Warriors, second only to the Telugu Titans
29.3 %
The Fan growth rate of the Bengal Warriors was the highest amongst all the teams
The Fan growth rate of the Bengal Warriors was the highest amongst all the teams
2,444
Number of followers acquired on Twitter, up from 896
Number of followers acquired on Twitter, up from 896
17.6%
Twitter Engagement rate of the Bengal Warriors, third amongst all the teams
Twitter Engagement rate of the Bengal Warriors, third amongst all the teams