Our BRIEF
To amplify the launch of the T20 World Cup Team India jersey in 2022, digitally. The idea was to imbibe every fan’s emotions towards the sport into the jersey, which further gave birth to #HarFanKiJersey. The ask was to amplify #HarFanKiJersey through a microsite and social media amplification.
The Approach
Keeping the fan culture in mind, we created a microsite to reveal the jersey. On the site, there would be a pixelated jersey and everytime a fan made an entry with their supporting image, a part of the jersey would be revealed.
The 2022 Indian cricket team jersey was named #HarFanKiJersey in order to bring all die hard cricket fans of the country together to be a part of the jersey itself. We were able to make this happen by asking fans to upload their pictures and stories onto the microsite. As a response to this, we gave each one of them a certificate that stated their name and which part of the jersey they owned.
As an extension of the microsite, we created content for MPL Sports’ social media platforms. Here, we focused on urging the fans to reveal the jersey by hopping onto the microsite. The content’s main purpose was to encourage the fans’ support through their stories about the game.
THE FINAL RESULTS
We got a total of 30,000 entries on the microsite, out of which 10,000 entries were made on the day the microsite went live.
This was MPL Sports’ most successful UGC campaign so far!
MPL Sports’ growth on Instagram increased by 15,000 followers during the #HarFanKiJersey campaign.
For the jersey launch, we collaborated with BCCI which connected us to over 25 million fans.
Other Works
