My presentation with Neha for IIMK backwaters 2012 competition where we have to use SMAC – ‘Social Media Enterprise, Mobile Computing, Analytics and Cloud’ to promote CSK and build revenue model around it. Small because of 12 slide constrain.

1. Vatsavans – Abhishek Mandloi & Neha Mansharamani, MICA

2. Our Social Game Plan – Howzzat!
Game
But Why?
It appeals to wide audience with simple mechanics
and short periods of play. Ideal for cricket lovers who
don’t actually play
It taps into fan’s existing social network
It provides pleasure, engagement and meaning at
same time
It provides high engagement rates and creates easy
awareness

3. Howzzat! Game Summary
Howzzat! is facebook game where users
predict the possibilities of the game by
investing free points allocated to him by
selecting his players before start of the game.
Upon winning the bet, he can reimburse those
points for CSK merchandise.
Since it is played on Facebook, it utilizes both
social and cloud benefits.

4. Howzzat! Rules
Each fan is allocated 1100 silly-points 2 days before start of actual game of
CSK
He has to select 11 players of his choice that he predicts will be playing for
next game
He has to apportion 1100 points among the chosen 11 players
His awarded silly-points are calculated by number of runs that player has
made multiplied by silly-points allocated to that player
Total Silly-points = ∑ runs made x initial allocated silly-points
Fans are allowed to retain points won in the last match and use it for the
next bet
Awards (merchandise or tickets) are given when fan crosses certain level
of silly-points. For example, Keychain on crossing 1 Lakh silly-points, CSK
caps on crossing 2 Lakh points and so on.

6. Advantages
Provides mental simulation for fans
People love resource management and gambling.
They get hooked to the game and keep talking
about it all the time
Creates brand association affinity
Fans start considering team as their own. They
now care more about CSK
Fans realize they have become something greater
than themselves

7. Most Important – The Social Advantage
This activity increases social interaction and hence
creating buzz about CSK

8. Revenue Generation
Silly-Points can be directly sold. E.g. Rs100/-
for 1000 points.
Social gaming can be used to push offers and
discounts in ticket sales and merchandising.
Also gamers interact with in-game advertising
Silly-Points can then be used to buy goods
either within the game or from the CSK’s e-
commerce site

9. #SayHelloToYellow – Twitter Campaign
With the CSK brand color being yellow this campaign is a year round
run to increase the fan engagement even during the off-season.
Every day there will be a contest held on the CSK brand page asking
people to click one photo of any yellow object they come across and
tweet it with a hashtag #hellotoyellow
Effect of influencers- To get people talking about it ,a couple of
influencers can hit-it –off and start creating a buzz which will
eventually lead to trending of the hash tag and increase in brand
associativity.
TOD- Tweet of the day-One best tweet would be chosen and that
fan would be sent a personalized t-shirt with the printed tweet with
the CSK logo to increase followers brand loyalty .

10. Observation:- CSK’s Facebook page is loaded with team information but least focused
on cricket and fans/followers.
Rectification: -It should have regular updates about cricket, festivals, small contests for
fans. It should be by-default choice of cricket enthusiasts not only CSK lovers
Engagement can be improved by -
Making fans post photos capturing the moments and excitement when they
watch their IPL games. CSK should then re post the best ones and compile a world
map of all photos with Google Maps API before the culmination of the season
with The Finals. The winners will be sent CSK merchandise.
Launch a new contest – ‘Be d King 4 a Day’ to increase the activity on the Kings
Club where after wining a quizzing session the fans receive gratification like- CSK
merchandise/tickets to the game/lucky winner meets the team.

11. Need for a Digital Focus
DTH services are growing at The stats
1 in 4 online incredible rate in rural India. TV
minutes spent released by
viewing experience cannot be Comscore that
on social compared to smaller screen
networking sites more India has
devices like mobile or laptops. 121 million
in India.
Social media is a Internet users
central touch Average Indian watches 150 and they visit
point for all minutes of television daily however social
categories his behavior is not consistent. networking sites
regularly.
CSK should start focusing on new digital medium and
generate revenue via subscription model; Keeping
stronghold in DTH segment.

12. Sources –
http://balrajcsk.blogspot.in/2011/05/dhoni-and-team.html
http://www.socialmediaexaminer.com/why-social-media-gaming-is-big-
business-for-your-business/
http://www.sportscaricatures.com/cricket.html
http://chennaisuperkings-in.blogspot.in/2011/06/chennai-super-kings-
caricature-raina.html#!/2011/06/chennai-super-kings-comics.html
* Images are used only for educational illustration purpose. Please do not
use for commercial purpose.