Background

MTV Beats is a powerhouse music brand & we believe in evolving constantly that strengthens our bond with our viewers. With this campaign we generated buzz around PR and cricketing fans that got the nation talking about the brand. The brief for which was simple, we had to target the screen that was closest to the viewer, a screen which was active during the match and was engaging during the breaks as well. An interactive newsfeed app was designed to present every moment of every game with a sound wave(a musical melody if you must). We worked with top of the line technicians who helped us take this conversion to the viewers in REAL And at the end of the tournament, we created the longest cricket beat and told a story of one of the biggest sporting events through the sound of music.

Describe the creative idea

The idea came to life in the process of the creative team trying plot the match scores in a graph which suddenly started resembling a sound wave. The app emerged as the ultimate and only platform to let cricket enthusiasts truly EXPERIENCE the sport by giving those celebratory feelings a beat that pounded through their blood. Now whether you were on the go, cooking, or in a situation where accessing the match updates on the television screen was a concern, our app converted every run scored during the match, into a beat to ensure the audience never had a dull moment during the matches and could access the app easily. All of this was done and delivered to the viewers in real time.

Describe the strategy

As per the MTV youth insight study and the brand study conducted by Millward brown, owing to the internet penetration in rural + urban India with Reliance JIO most of our audience are on Facebook and interacting with content they find relevant. Our approach was to create a campaign that would target people who consume cricket and music online. Our TG was primarily millennials, who spend most of their time on social media. However, owing to the popularity of both the primary things, our TG eventually extended to all ages as the curiosity about the campaign increased.

Describe the execution

While the thought was simple, creating the app took a million minds. The major challenge was the music creation, Every run had to have a unique beat for fans to distinguish between the different outcomes. We designed beats from scratch to every possible outcome on every ball bowled whether it was a 1, 4, 6, or a wicket. We carefully produced individual beats with an underlying tune, which ensured every possible combination of these beats created music and not noise. Owing to the fact that most of our target audience is on Facebook a newsfeed app was the best place to target maximum eyeballs. The designing of the entire app with all its permutations and combinations took about 10 days to create, there were at least 7 iterations made on each to be fitting enough to go live with

List the results

Impressions - 90 Million+ Reach - 70 Million + Engagement - 0.9 Million+ Website Clicks - 0.35 Million+ Press coverage – 3.5 MN +