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ICC World Cup 2011BTL activation / On ground / Live
Marketing
Match Tickets
• FOC • OTB • Additional match tickets• Hospitality
Allocation Process
• Disbursement• Auditability• Conflict resolution• Contingency purchases
Integrated Event Logos
Reliance BTL
In-stadia
• Branded cheer items at all matches as per ICC guidelines (4s/6s Placards, Thunder sticks, Umbrellas & Mini Horns)
• To ensure visibility on telecast• Agency (8848 Sports) engaged to co-ordinate storage
& distribution modalities
• In-stadia branded kiosk & wall charging units to be placed within venues
• Branded Entertainment (TBC by ICC)• ‘Reliance Cric Facts’ – activation with Cricket
facts/trivia flashed on the replay screen periodically during matches at all venues
• Reliance Blu-Fi (VAS activation with TELIbrahma)
In-stadia (Cont’d)
Miscellaneous
• Handsets & Data cards provided to ICC team• Pitched for Wi-Fi connection at Wankhade
Stadium, Mumbai (awaiting PO)
Placards
Umbrella
Thunder Sticks
T-shirts
Mini Horns
Scope of activation
Concept
For India & SL Venues
For Bangladesh Venues
• Interactive • Spectators to answer all 8 Qs correctly
to win goodies• Short Code provided by Bangladeshi vendor
Prior event activations• Reliance ICC CWC 2011 Trophy Preview
- Phase I (October 13 to 16, 2010)- Mumbai – Lucknow – Indore – Hyderabad- ICC Ambassador – Syed Kirmani & Madan Lal
- Phase II (February 04 to 08, 2011)- Jaipur – Kochi – Baroda – Coimbatore – DAKC - ICC Ambassador – Roger Binny (2 centres)
• Trophy taken on road shows in cavalcade under high security• Displayed near prominent Reliance outlets & malls• Trophy preview organized for media in presence of noted dignitaries
from cricket/sports• Extensive PR mileage in electronic & print media at all locations• Opportunity provided to local customers & trade partners to view the
trophy and wish participating teams
Reliance Trophy Preview (Phase I)
Media Releases (Phase I)
Reliance Trophy Preview (Phase II)
Cavalcade in Jaipur with branded bus
Leveraging the association
Employee engagement
• Letter from HR inviting all to Reliance ICC CWC 2011 Trophy display at DAKC (3 locations)
• Wall paper with event association (Proposed)• Countdown timer along with online match schedule
on MyWorld portal• People Connect (Feb 2011) coverage of event
MyWorld Portal (Countdown)
On-line scheduler (Screen shot)
Match Scheduler
Key Ground Visibility
• Perimeter board (Static & LED)• Ground Mats
- Behind bowler- Square of wicket
• Sight Screen• Perimeter Rope• Presentation Backdrop
Perimeter board
Ground Logo
Ground Logo – Square of wicket
Sight Screen 1 : 1
Sight Screen 1 : 2
Perimeter Rope
Presentation Back drop