Hero Indian Super League

1st ever high quality domestic soccer match in India

8 franchisees

International & National soccer players

Overview

IMG – Reliance + AIFF

Star Sports | Asianet | Jalsha | Suvarna Tv

Hero (Sponsorship)

Puma (Football)

Parties Involved

“Its just another game with no entertainment, lack of talent & infrastructure”

Football in India means?

Mostly Urban phenomenon

Low Awareness

No Entertainment

The gap!

Awareness about soccer & conversations with soccer enthusiasts

Objective

Example:Ravi Sinha, 22 years, a Delhi resident, Graduate in BBA, works at Infoysis as Management Trainee, an adventure enthusiast, loves watching EPL and a fan of Man U club. Hangs out with friends on weekends. A confident individual who excels in studies and strives to live best life with optimistic attitude towards life.

TG Persona

Inform

Engage

Entertain

Strategy

Entertaining

Enthusiasm

Excellence

What to talk?

Facebook Twitter YouTube Blogging Applications

Where to talk?

Players Introduction (Achievements | Players position etc.)

Facebook ads Connect with Soccer enthusiasts Real time updates (Training sessions | Goals |

Defends) Motivational Quotes by players

Facebook Activities

Connect with Twitter Evangelists #ItsAGoal | #SoccerHero | #HeroLeague Leverage #TwitterMirror Real time updates (Training sessions | Goals ) Motivational one liners by players

Twitter Activities

#StoryOfAHero to be created for popular players in the team to establish emotional bond

Goal of the day | Best Penalty Shoot out | #Inaction (Training sessions) videos

YouTube Activities

Tie up with IndiBlogger to promote #HeroISL Contest to win tickets for the match Autographed Puma soccer ball by marquee

player

Blogging Activities

Countdown Tab (till 11th October) Welcome Tab (on 12th October) & Schedule tab

Game Tab: Which soccer personality are you? Which playing position suits you?

Contest tab: #ItsAGoal | #SoccerHero | #HeroLeague

Applications

Facebook Insights: To measure the reach & impact of posts

Klout Score: Influence on Social media Social mention: Tracking mentions & users sentiments YouTube Insights: To create more/less content based on

views of particular content (videos) Google Analytics: To know the bounce rate & most

visited page

How to measure & improve?

Thank You!