Free on demand video delivery

• Sprite was one of the major sponsors for the sporting event, CLT20. CLT20 is a multi country franchisee cricket tournament similar to EPL

• Sprite wanted to leverage innovations to directly connect with consumers and achieve a superior brand recall amongst all the sponsors to ensure better ROI

Marketing Challenge

Marketing Objective

• To enable brand to connect with the ardent cricket fans by enhancing their experience through mobile

• Brand wanted us to achieve Scale, innovation and connect!

Target Audience

Cricket fans inside the stadium

Situation Analysis

Consumers watching matches In stadiums • Too many brands trying to grab their attention adding to clutter• Miss analysis, replays and gossips that are available on television as a media• Miss some elements of the TV experience inside a stadium

• The entire stadium in all the three cities were converted to BluFi zones • BluFi enables o A mobile network away from the operator that works across the stadiumo Delivery of rich media content including videos to consumers mobile at zero cost • Integration with the real time feed to deliver near LIVE TV experience on the mobile

The Solution

Worlds first branded on demand video service • Delivered inside stadiums @ zero cost to

consumers over Bluetooth• Video and rich media updates (action replays,

analysis, and predictions) from the match as it happened

• Sprite zone with contests and free downloads• Bridged the gap between TV & In-stadium

Experience• Live feed from ESPN was processed, and

converted to multiple mobile formats for delivery

The Solution

Before the match

Main Menu Sprite download SectionContent

Real-time analysis of the match

During the match

• 200 Sq Kms of Stadium was converted into BluFi zone, a network away from the operator• 1.3 million+ downloads happened across 70 hours of cricket • 96000+ unique consumers engaged multiple times through the service • 35% of the consumers used the service repeatedly in more than 2 matches

Scale of Execution and Results

• World’s first ever, “Real time on demand Sports Video content” was delivered to cricket fans @ the stadium• Demonstrated how a new engaging media can be built and leveraged in sporting events to deliver real ROI • Higher brand recall • Rich media engagement • Ability of users to take the video with them • An innovative extension to experience the event • The experience extended to what was happening on the ground, creating greater connect between audience, event and brand • Created a bench mark for mobile engagements for the brand with demonstration of scale, innovation and connect

Uniqueness of the Innovation

Thank you