The Social Street OOH creates buzz and disruption for Hotstar’s new WatchN’Play feature
This IPL season, India’s premier digital streaming platform Hotstar, launched a brand-new skill-based game WatchN’Play. The game allows users to test his/ her cricket knowledge and expertise along with millions of other users tuned into the match. It redefines the bar for engagement on Hotstar this Vivo IPL, by shining a spotlight on what goes through a viewer’s mind at a deeper level. Whether fans realise it or not, they are intuitively always tapping into their knowledge of cricket and their favourite players to gauge the result of each ball.
The Social Street planned and executed an outdoor campaign for the new initiative. The campaign consisted of larger-than-life 3D figurines of a batsman’s avatar with the player himself missing. This is symbolic of Hotstar’s search for players and asking users to fill in the missing space by playing the game on its IPL platform. The communication on OOH read “The Largest Player Hunt Ever”.
The campaign, comprising of a range of 18 ft. to 35 ft. figurines, covered multiple sites across Mumbai, Delhi, Bangalore, Hyderabad and Gurgaon. Each of these large-format and high-impact sites were meticulously identified to ensure maximum visibility. The 3D innovation sites were handpicked to ensure eye level visibility for the installation for maximum registration.
Spencer Noronha, Managing Partner – OOH, The Social Street, says, “We were very excited to launch this new property for Hotstar. The idea was to create big buzz and drive ample curiosity for audiences to sample and enjoy this real-time gaming experience first-hand. It’s a delight to see the outstanding response that the campaign has received across cities, especially the curiosity we garnered for the 3D creatives.”
While playing cricket for their favourite team may be a distant dream for most fans, WatchN’Play provides an opportunity for every cricket enthusiast to apply their knowledge of the game and compete with millions of other fans throughout the country.
The OOH campaign has been well received across the target cities.