The Brief

Cricket in India is more than a sport, it’s a way of life with a religious following. So with the 2011 cricket world cup being played there, the whole Indian nation is frenzied with anticipation. Our objective was therefore to create a promotional campaign that would gain our client market awareness during the event as well as enable all cricket crazy Indian fans to show their solidarity towards the Indian team.

Describe how the promotion developed from concept to implementation

Blue served as inspiration, as it was the national kit color as well as the color that unifies the nation, adding identity behind the color blue and your support also served as inspiration. Bleed Blue was thus born. A digital campaign that integrated facebook, youtube and mobile enabling all cricket fanatic Indians to show solidarity and passion for the game they love. Users could generate a unique handprint through facebook connect or mobile, explore the Nike kit in 360 degrees on the campaign site, view videos or keep up to date with their heros on our facebook fanpage.

Describe the success of the promotion with both client and consumer including some quantifiable results

Not only did the campaign grab the attention of millions of cricket loving fans, but also reached outstanding numbers using only the power of social media, earned media and by being part of the conversations of the nation. Our facebook fanpage gathered over 1.6 million followers and is still growing strong. Over 10 million handprints have been generated as fans all over joined the movement and placed themselves firmly behind their cricketing icons. Bleed Blue therefore enabled an entire nation to, along with Nike, Bleed Blue!

Explain why the method of promotion was most relevant to the product or service

Offline, an ever expanding banner traveled the nation of India, collecting blue handprints from excited fans. So with the online campaign great unity was formed in allowing all Indians, living in a country with over a billion people, to show their support for the Men In Blue in a way that is unique and identifiable to them. Nike allowed all cricket crazy fans to join them and stand firmly behind the national team, proving that no matter the outcome of the tournament, millions of fans like them, Bleed Blue.