Cricket Nirvana ramps up site traffic through

mobile advertising with mKhoj

Background

Cricket Nirvana, recently launched their mobile internet site. They wanted to popularize

their site among existing mobile internet users in India and parts of Asia Pacific, the

geographies which account for the bulk of the cricket fan base in the world. Cricket

Nirvana wanted to increase their user base by driving traffic to their site.

Campaign Objectives

• Drive visits to Cricket Nirvana mobile site to all the pages (news, interviews, live

scores etc)

mKhoj’s approach

Innovation: Banner ads with live score that refreshed every 60 seconds.

• The campaign was launched in November ’08 and ran for three consecutive

months. In this period during match days when India played, mKhoj powered

dynamic banner ads for Cricket Nirvana which were actually the live score at that

moment. Text ads displaying the recent events in the match were refreshed to

keep the audience informed.

• On non match days: mKhoj promoted news, interviews, photo gallery and video

download sections on the site through targeted banners and text ads.

• To drive registrations, Cricket Nirvana also promoted contests and polls through

mKhoj

Key Results

• Within one week of the campaign, the Cricket

Nirvana mobile site started averaging an incremental

72% page views per day.

• Within three months of the launch, Cricket Nirvana is

already at eight million page views per month

• The campaign recorded an average CTR of 1.58% with

a peak CTR of 3.58% even through the off- season

The campaign helped Cricket Nirvana increase its brand

visibility and awareness. It increased their user base and

encouraged repeat visits from existing users. From a

publisher perspective the monetization of Cricket

Nirvana’s traffic improved significantly as it started

attracting brand ads.