Personally I feel that the interactive marketing campaign conceptualised
by Reebok is a creative and innovative way to engage users. The Indian Premier
League (IPL) is the newest and highest-profile league in domestic professional
cricket. The targeted users of this application will be the League and team
supporters. With the objective of driving purchase intent of merchandise
through mobile advertisements, Reebok made use of special features such as “Gift
a Jersey” and “Refer a friend” to increase the awareness as well as encourage
users to purchase the merchandise.
There is also the “Store Locator” function which makes use
of local and proximity marketing. This makes it more convenient for users to
locate where to purchase the Reebok Indian Premier League merchandise of their
choice at the nearest retail outlet. Users will also be able to check out the
stocks available before they head down to the outlet. This is a crucial factor
to ensure that fans will not be disappointed should their favourite merchandise
run out of stock.
As cricket is a sport with a huge fan base in India, the
number of users clicking through the mobile advertisements and downloading
jersey wallpapers is overwhelming. This is an effective platform to showcase
the various designs of the merchandise and encourage people to “share” with
their friends. This will lead to more people to view the content and hopefully
increase the sales of merchandise.
It would be good if this mobile application is able to link
to various social media platforms such as Facebook, Twitter or Instagram to
reach out to a greater fan base. By using hashtags #ReebokPremierLeague,
#FavouriteIPLJersey, etc, users will be able to connect with other League and
team supporters regarding the IPL.
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