Conference : Silicon India ; Location : Mumbai ; Date : 30-04-2011

Presented by : Shivam Srivastava ; National Manager – Strategy;Sify Technologies (www.sify.com)

Topic : Digital Strategies 2010 – 11 @ Sify.com

Case Study – Cricket World Cup 2011 @ Sify • Objective: Creating a mega event around CWC and marketing

the same through Social media; rich interactive content and other networks.

• Key Differentiator: Application, Widget which could be plugged into social media platforms.

LIVE Match Cricketer Look - AlikeCrickTweet

Partners for the CWC event:

S. No. Advertiser Brand1 Procter & Gamble Head & Shoulders2 LG Electronics India LG Lead 11 Corporate3 Adidas Adidas Cricket4 Lenovo Laptops5 Coca Cola India Coke BRRR

Reach: 130 Million Page Views and 5 Million Unique UsersAchievement &Learning:

1)LG was the “most talked brand” during CWC 2011.2)Brands got great traction on social media via interactive applications.3)“No. 1 in time spent per visit”. User stickeness4)On Comscore Matrix under Sports Category Sify gained No. 3 Rank.

User clicks ‘Play’ to begin

Note: The application to start the video from the point user enters.For example: If the user has come after 3 hours late into the match, the application will start the video from that point onwards

Interactive LIVE Match : Application Flow & Mocks

Match Screen:

Social Media Sharing Area

> Team names and Venue with Batting & Bowling status display

Branding

Facebook ‘like’ unit

Play:Non-strike batsman (Small circle)

Batsman on strike (bigger circle)

Fielders:Field position to change with each over

Wicket keeperBowler

•Bowler, wicket keeper and fielders to change position after each over•Batsman dot colours to change to country/ uniform specific colours (IF technically possible)•For animation sequence and effects please refer to the attached flash file

Live score, changes on the fly

Indicates 4 - boundary

Play:

Indicates 6 - boundary

Play:

Play:

Indicates fall of wicket

Play:

All dots (fielders) to join and make a bigger circle once a wicket has fallen

Play:

•Bowler, wicket keeper and fielders to change position after each over•Batsman dot colours to change to country/ uniform specific colours (IF technically possible)•For animation sequence and effects please refer to the attached flash file BACK

CrickTweet : Application Flow & Mocks

Main Screen:

Social Media Sharing Area

Facebook ‘like’ unit

Recent searches will appear here in scrolling fashion

(these keywords will be moderated)

Find out what people say about cricketers

Sachin

Type a keyword and select ‘GO’ to proceed

OR

Just click on a available keyword

The Tweets:

Social Media Sharing Area

Find out what people say about cricketers

Portrait image is formed

Text in white are all the tweets

Find out what people say about cricketers

Portrait image is formed

Text in white are all the tweets

When users moves the mouse over the word, it will get highlighted and a pop-up will show the actual tweet that includes the searched key word.

The popup to close on mouse -out

The Tweets:

Find out what people say about cricketers

User can even mouse over outside the picture area

Even if the user does not mouse over on the picture, the application should automatically display pop-up of each tweet one by one in an interesting animated fashion.

The Tweets:

BACK

Cricketer Look – Alike : Application Flow & Mocks

1/19

Main Screen:

Branding area Social Media Sharing Area

Top most matches profiles.

Application branding Application description Facebook ‘like’ unit

Link to sponsor’s page

User photo will appear here

Intro text OR important messages

1/19

Comparing:

User clicks on the button to start comparing

Change

Takes user to the ‘Browse and upload’ screen

User selected photo

Back

Results:

Takes user to the ‘Login’ process screen

BACK

Thank You !!