Case Study: Reebok Premier League

What did Reebok did right?

- Cricket is the most popular sport in India. By tying up with the Indian Premier League, Reebok had probably managed to capture most of India’s sports fans base

- Reebok used a professional cricket event to engage consumers, which will subconsciously get consumers to associate Reebok with professionalism and as the ‘sports brand’ in India. Good for brand association and brand image too.

- Reebok chose the right medium to engage the Indian consumers. Statistics from Nielsen Informate Mobile Insights showed that there are roughly 900 million mobile phones currently being used in India. Forty million of those are smartphones.

What more could Reebok have done to increase purchase, engage on a deeper level with the consumers or even to get more coverage instead of just driving purchase intent?

- To further engage consumers, Reebok could have held contests (click through from the banners) to perhaps win jerseys or meet your favourite cricket team

- To drive purchase, or for added incentive to purchase, Reebok could explore e-vouchers for jersey discounts – show the voucher on your mobile phone to get a percentage off discount

Now, let’s look at executing a similar campaign in the Singapore context to see if it would be feasible…

In my opinion, maybe on another medium within the mobile device…

An Experian Hitwise study revealed that Singaporeans spend the most time on Facebook - 38 minutes and 46 seconds per session. Rock Publicity also revealed that more than half the nation spending one-third of its Internet time on Facebook daily. And from SocialBakers - an average Singapore user is a fan of 23 brand fan pages!

Of course, remember that Singapore has mobile penetration rates very well exceeding 100%.

This means that running a consumer engagement campaign on Facebook in Singapore will likely be more effective, as Singaporeans live part of their lives on Planet Facebook (yours truly, a half-Facebook citizen too). Campaigning on Facebook is also a good method to kick off or to increase your Facebook fan base.

From a personal perspective, I am also more likely get updates on a certain brand from Facebook over visiting the official website. I think it’s a Singaporean trend.

A quick look on the statistics from SocialBakers.com with the top 10 brands on Facebook (ER stands for Engagement Rates):

Takeaways

- As mobile penetration and usage rates increase, it is important that we choose the right medium within mobile devices to reach our target audience – very simply, do your homework before deciding lah

- Maybe it’s time to look at pursuing a career in a mobile-related industry, haha.