To promote its new smart phone Omnia W, popular mobile phone brand in India Samsung has tied up with Affle, a mobile media company to develop a mobile campaign called ‘The Cricket Hub’. This campaign comes just days before the India Premier League cricketing event set to begin in India. As part of this campaign, Affle has created a branded mobile cricket destination m.thecrickethub.com. Here cricket fans can access unprecedented and unique cricket content delivered within an innovative Samsung Omnia W Windows Phone experience.
On this new campaign Asim Warsi, vice president, Samsung India, said, “Mobile has become a key medium of consumption for consumers to meet their information and entertainment needs, hence it is an important platform for us to engage with them using this platform. We saw ‘The Cricket Hub’ as an appropriate medium to give our unique Window’s Phone experience and exciting cricket content on the user’s mobile.”
This campaign revolves around content and unique user experience. Affle and its partners created the exclusive content about various cricketing trivia and facts. The content also works around various off-the-field facts, trivia, news bites, live score and exciting contests. The users can access this through Samsung Windows interface.
Affle has designed it such that the user will be able to experience various features of the Omnia W phone. It also highlights special features of the Windows style design, which includes User Interface built on the “Live Tiles” concept. Talking about this concept, Sankalp Mehrotra, regional director, business development, Affle said, “Affle believes in pushing the limits of mobile innovation and we do so by creating unique mobile experiences to engage the mobile users. With the launch of ‘The Cricket Hub’, we are confident of creating, nurturing and sustaining an interesting platform for all cricket fans by offering them an inside view of an exciting off-the-field cricket action.”
In fact Mehrotra says that ‘The Cricket Hub’ is a fine example of customising content delivery to highlight key product features. “What’s even more interesting is that through this launch we have ushered into an era of creating custom branded content properties for top advertisers on the mobile platform. Given the significant growth happening for mobile content consumption, we expect a lot more advertisers to leverage the branded content route to build consumer engagement going forward,” he adds.
In delivering this campaign Affle has integrated concepts like “Spotlight”, “My Hub”, “Avatar Stories”, “Live Score”, “Leadboard”. It has blended Windows experience with sticky content to encourage users to engage with the brand in a simulated environment.