Dileep Kumar
Member
- Joined
- 8 Jul 2013
- Messages
- 9,651
- Reaction score
- 1,846
MUMBAI: The lead-up to the FIFA World Cup 2014 has official broadcaster Sony Six sweating bullets to ensure that the extravaganza lives up to its name and all the fan frenzy around it. The ball was already set rolling a while ago when the channel launched its “Live the Magic” campaign, featuring Bollywood actor and football enthusiast John Abraham. The TVC captured the essence of Brazil, the venue of the FIFA, through its beaches, narrow streets, colourful houses and music.
Adding to it, Sony Six business head Prasana Krishnan revealed a comprehensive marketing blueprint for the mother of all tourneys. “Sony Six has chosen to target 10 -12 cities. TVCs and ads will be placed in 10 newspapers, including publications by the ABP group. The TVCs will be aired on 30 different channels (regional, GECs and news) in India. We are also running radio campaigns in 50 cities.”
That apart, the channel has tied up with Hard Rock Cafe as part of its on-ground activations. “This is to ensure that groups of people can come together and view the game. As part of our mall activities, we will have DJs, along with various contests and flash mobs enthralling audiences in shopping centres.”
Apart from Hard Rock, other popular sports bars too will showcase the matches on giant screens. The manager of a Malad (western part of Mumabi)-based sports bar and grill said, “We will have two projectors and four TV sets lined up for customers to enjoy the game. A third projector will be used during important matches or when crowds swell up.”
A la competitors Tensports.com and starsports.com, the MSM group too has launched a digital sports entertainment destination called LIV sports.in. Fans can watch live matches here, captured from four different camera angles, complete with timelines, statistics, a match centre, heat maps and analyses. There are also fun activities like “Mohit Bana Messi – Jersyfy Me” and “Pehchan Kaun?” apart from the LIV sports football fantasy league.
MSM executive vice-president, new media, business development and digital/syndication Nitesh Kripalani said, “We are giving consumers two options – either watch the LIVE HD quality match by paying a small fee; or watch the 5-minute delayed match for free. All other content like Stats, Analysis and Engagements are available for free to users across devices.”
About audience response to the website, he said, “The response has been extremely positive with the campaign breaking; the numbers are more than quadrupling per day. More than 90 per cent visitors are from India; primarily Mumbai, Delhi and Bangalore”. LIVsports.in has already signed up with Amity University, Gionee Mobile and Jabong.com and discussions are underway to get other brands on board.
As for advertisers for the World Cup, Hero MotoCorp is already on board as presenting sponsor and Xolo Mobile and Microsoft as powered by sponsors. During the recently concluded IPL, Sony Six sold 10 second ad spots for Rs 4.9 to Rs 5 lakh, while the final IPL match was for Rs 18 to Rs 20 lakh. For FIFA, it is selling 10-seconders for Rs 2 to Rs 2.50 lakh.Read more:-http://www.indiantelevision.com/television/tv-channels/sports/live-the-magic%E2%80%99-with-sony-six-140610
Adding to it, Sony Six business head Prasana Krishnan revealed a comprehensive marketing blueprint for the mother of all tourneys. “Sony Six has chosen to target 10 -12 cities. TVCs and ads will be placed in 10 newspapers, including publications by the ABP group. The TVCs will be aired on 30 different channels (regional, GECs and news) in India. We are also running radio campaigns in 50 cities.”
That apart, the channel has tied up with Hard Rock Cafe as part of its on-ground activations. “This is to ensure that groups of people can come together and view the game. As part of our mall activities, we will have DJs, along with various contests and flash mobs enthralling audiences in shopping centres.”
Apart from Hard Rock, other popular sports bars too will showcase the matches on giant screens. The manager of a Malad (western part of Mumabi)-based sports bar and grill said, “We will have two projectors and four TV sets lined up for customers to enjoy the game. A third projector will be used during important matches or when crowds swell up.”
A la competitors Tensports.com and starsports.com, the MSM group too has launched a digital sports entertainment destination called LIV sports.in. Fans can watch live matches here, captured from four different camera angles, complete with timelines, statistics, a match centre, heat maps and analyses. There are also fun activities like “Mohit Bana Messi – Jersyfy Me” and “Pehchan Kaun?” apart from the LIV sports football fantasy league.
MSM executive vice-president, new media, business development and digital/syndication Nitesh Kripalani said, “We are giving consumers two options – either watch the LIVE HD quality match by paying a small fee; or watch the 5-minute delayed match for free. All other content like Stats, Analysis and Engagements are available for free to users across devices.”
About audience response to the website, he said, “The response has been extremely positive with the campaign breaking; the numbers are more than quadrupling per day. More than 90 per cent visitors are from India; primarily Mumbai, Delhi and Bangalore”. LIVsports.in has already signed up with Amity University, Gionee Mobile and Jabong.com and discussions are underway to get other brands on board.
As for advertisers for the World Cup, Hero MotoCorp is already on board as presenting sponsor and Xolo Mobile and Microsoft as powered by sponsors. During the recently concluded IPL, Sony Six sold 10 second ad spots for Rs 4.9 to Rs 5 lakh, while the final IPL match was for Rs 18 to Rs 20 lakh. For FIFA, it is selling 10-seconders for Rs 2 to Rs 2.50 lakh.Read more:-http://www.indiantelevision.com/television/tv-channels/sports/live-the-magic%E2%80%99-with-sony-six-140610
