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From yodelling contests to capturing candid ‘World Cup' moments, Yahoo! – the official online partner of the ICC World Cup 2011 – has drawn up a series of marketing initiatives to increase the “local relevance” of the brand in India.
As an ICC partner, Yahoo! gets to host exclusive content and photographs on its cricket portal (cricket.yahoo.com and iccevents.yahoo.com). These Web links will also get flashed during the television broadcast on ESPN Star Sports. Apart from prominent brand display in the stadia, Yahoo! also gets a quota of match tickets, which it plans to use for consumer engagements and contests.
Starting this week, Yahoo! will launch a teaser ad campaign online in a build-up to the big event. It also plans to run a ‘Face in the crowd' contest – Yahoo! will photograph interesting moments from the crowds in the stadia and flash them on giant screens. Winners get tickets to World Cup matches.
Yodelling contests
As the official World Cup partner, Yahoo! gets to hoot its signature yodel during every bowling change – plans are on to run yodelling contests between different stands in the stadium. Yahoo! will also launch couple of online games for the World Cup – ‘Super 16' and ‘Predictopus'.
Says Mr Nitin Mathur, Senior Director - Marketing, Yahoo! India, “Through these efforts we hope to increase our local relevance as we drive cricket lovers to the Yahoo! Cricket site. The cricket site in turns also helps drive people to our other properties (mail, search, front page etc). The partnership with ICC gives a huge boost to our products and brand Yahoo! in India as we connect people to their passion – cricket. It will also help us go to advertisers with greater credibility – we are seeing tremendous traction from both ICC and non-ICC advertisers across categories such as consumer durables, FMCG and travel.”
According to December 2010 data from research agency comScore, Yahoo! Cricket had 4.5 million unique users. “Yahoo! Cricket sees significant jump in traffic during tournaments. Apart from traffic on the PC, we expect significant traffic to our WAP site on the mobile device during the World Cup,” says Mr Mathur.
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