Daredevils auction memorabilia on Facebook for charity

FUN
SQUAD
2011

Thursday 27 May 2010

3 weeks
3 weeks
2 weeks THE
BABY TOSS
CHEER
THE
COKE HIT Dilli’s youngest fan COIN
THE

MACHINE Dilli, heads ya tails?
What’s your score?

4 weeks

COKE
2 weeks
EXTREME
CRICKET
Kuch naya khelo

4 weeks
+

Dekho. Khelo. Jeeto
CRAZY FAN .tv
Sabse daring kaun?
4 weeks

COKE FUN
SQUAD 4 weeks

KISSES
Good luck boys
2011

2 weeks Aao khelo

MERA 2 weeks
NUMBER
HIGHEST
SMS your score
TWICKET
+ 2 weeks TROPHY
Twitter+Cricket

NE IN A Microsite
MILLION
Dilli ball dhundegi Onground Activation
FAN SQUAD FAN SQUAD
IPL KIT ANTHEM Mobile Activation


FUN
SQUAD 2 weeks
2011

Dekho. Khelo. Jeeto


THE IDEA
An auction of Daredevil memorabilia on Facebook.

HOW IT WORKS
The Daredevils Every 3 days, a new To make your bid,

1 Auction is carried out
on the Facebook fan
page for 1.5 months.
2 item is put up for
auction. Example
Sehwag's gloves,
3 post the item on
auction as your
profile picture.

The person whose
Get your friends to
4 ‘like’ your profile
picture. 5 profile picture gets the
most ‘likes’ wins the
object being auctioned.


BUZZ GENERATION
The items up for auction are prized possessions and are talked about
in the press.

Radio and Facebook Text Ads are used to promote the auction.

The viral effect of posting the auctioned item as your profile picture
helps bring more Facebook users to participate.

DURATION
2 Weeks


item up for
auction

v

as it appears
on your
facebook

v
*


FUN
SQUAD 4 weeks
2011

Aao khelo


THE IDEA
Kotla ka Chakka is getting celebrities that endorse Coke to
collaborate with the people of Dilli in a charitable event at
Feroz Shah Kotla.

HOW IT WORKS
To participate, buy All the sales of Coke amount Try and catch the sixes
1 your Coke outside the
gates of the stadium
2 to the final sum being given
away to charity at the end of
3 that the celebrities hit
into the stadium.
and secure a seat. the event.

The celebrity and the At the end of the event, everybody
4 Dilliwala jointly give away
this money to a charity of 5 who caught a sixer gets to choose
their celebrity, who will match the
their choice. amount won by them.


BUZZ GENERATION
The event is launched with an outdoor campaign.
It is sustained by PR - pre and post the event.
The biggest payoff for the winning Dilliwallas will be appearing with
their favourite celebrity in the next day’s news.

DURATION
4 Weeks


FUN
SQUAD
2011 + 4 weeks

CRAZY FAN .tv
Sabse daring kaun?


THE IDEA
CrazyFans.tv is a mini reality show that runs for 4 weeks and
pits the 6 most rabid Daredevils fans against each other to hunt
for 1 fan who makes it to the fan squad. The result is a series of
highly entertaining videos.

HOW IT WORKS
From the fan page Over a month, the 6 fans try to outdo Examples of videos include a
1 database, 6 crazy
fans are identified.
2 each other by posting You Tube
videos of their crazy fan antics to
3 fan propositioning Sehwag from
the Qutab Minar, or getting
prove their Daredevils fervour. chased by Gambhir’s dog.

Daredevils enthusiasts The craziest fan is the
4 watch, like and viral
the videos. 5 one who gets the most
likes on You Tube.


BUZZ GENERATION
The videos are engineered to be outrageous, fun to watch and have
viral potential.

These videos are also posted on the Facebook fanpage.

Friends of the crazy fans repost videos and help them win.

The nature of each of the videos ensures that we get a lot of attention
on unpaid media - television and press catches on to the video
content.

DURATION
4 Weeks


videos get
posted on the
Coke DD page

videos get ‘liked’
on youtube


FUN
SQUAD 4 weeks
2011
COKE
EXTREME
CRICKET
Kuch naya khelo


THE IDEA
Extreme Cricket is cricket played with a coke bottle for a
bat (1.5 plastic of course) in unusual locations in Delhi. Any
place other than a playground. All that’s needed is an
appetite for fun.

HOW IT WORKS
Delhi is invited to play cricket Extreme Cricket is played The winner makes it to the
1 in extreme locations like an
empty swimming pool, the top
2 over 4 weekends at 8
interesting locations of Delhi.
3 Delhi Daredevils Fun Squad.
of a bus, a heritage site.


BUZZ GENERATION
Extreme Cricket is launched via a ‘Month of Play’ campaign for Delhi.
- Offline promotion via - Hoardings and Press
- Online Promotion via emailers sent out to local cricket clubs,
corporate houses, colleges and schools.

Extreme Cricket is sustained and amplified via PR and Radio, both in
terms of paid and unpaid media.

DURATION
4 Weeks


FUN
SQUAD
2011 2 weeks

THE
COKE HIT
MACHINE
What’s your score?


THE IDEA
Be the first to fill up a virtual bottle of Coke using the Coke Hit
Machine Facebook application by inviting your friends to
increase the level of Coke.

HOW IT WORKS
Add the application The level of Coke increases The user who reaches the
1 and begin scoring by
inviting your friends. 2 for every person who
accepts your request and 3 highest level first, wins,
making it to the squad.
decreases for each decline.


BUZZ GENERATION
Banner Advertisements, Facebook Text Advertisements, E-mailers are
used to drive people to the website.
Users share their score on their Facebook profile and help spread the
word.

DURATION
2 Weeks


FUN
SQUAD 2 weeks
2011

TWICKET
TROPHY
Twitter+Cricket


THE IDEA
Twicket Trophy is about tweeting and re-tweeting ‘Coke Fan
2011’ on Twitter. Each tweet is a run. The first person to score a
‘tweet century’ wins.

HOW IT WORKS
A 1.5 week build-up Participate by tweeting The first tweeter to score a
1 in the Twitter-sphere
leading to the 24-
2 ’Coke Fan 2011’ and get
other users to retweet your
3 century (by getting 99 users
to retweet his tweet) wins and
hour championship tweet. Each retweet is a run makes it to the Fan squad


BUZZ GENERATION
The story is pitched as an innovative form of cricket to be published in dedicated
cricket publications (Cricket World and cricinfo.com) and the sports columns of
various newspapers.

We then look at Afaqs.com and digital marketing websites to highlight the use of
Twitter for this challenge.

DURATION
2 weeks


FUN
SQUAD
2011 3 weeks

TOSS
THE
COIN
Dilli, heads ya tails?


THE IDEA
Delhi is divided by the toss of a coin where fans log on to a
website and flip coins. Gambhir tosses to pick the winning side
that takes home the goodies.

HOW IT WORKS
Log on to Your aggregated Gambhir tosses a
1 www.tossthecoin.com
and toss a coin
2 score of Heads ya Tails
is then emailed to you.
3 coin on the website
on the final day.
everyday for one week.

One side- Heads
4 or Tails takes
home the goodies.


BUZZ GENERATION
The event generates a lot of PR owing to its celebrity value.

This Freebies come easy are a definite lure.

Banner Advertisements, Facebook Advertisements and social sharing
spread the word.

DURATION
3 Weeks


FUN
SQUAD
2011 2 weeks

MERA
NUMBER
HIGHEST
SMS your score


THE IDEA
An SMS-based activation that requires you to rearrange your
mobile phone number in the highest possible sequence to be
among the top highest 100 numbers from which the winner will
be chosen.

HOW IT WORKS
1 Rearrange your mobile
number to make the highest
combination possible
2 SMS your score to a
pre-defined shortcode 3 The winner is the highest
scorer who makes it to
the Fan Squad.


BUZZ GENERATION
-SMS can be used as a primary mechanism to advertise the contest.
-Tie-Ups with mobile phone providers
-Hoardings

DURATION
2 Weeks


THE IDEA
As many balls as Delhi’s population are planted in the city such that
there is one ball for every Dilli-wallah. Find the one ball that will win
you a place in the Fan Squad and win goodies on the other lucky balls.

HOW IT WORKS
The city of Delhi is Hunt for the one with the Log on to www.cokefunsquad2011/
1 flooded with a
million balls. 2 Daredevils autograph
that will help you win a 3 millionballs.com to find hints and
clues that will take you closer to the
place in the Fan Squad. hidden ball.


BUZZ GENERATION
Radio, Twitter and the Facebook Fan Page will be used to give out
constant updates and build frenzy.

DURATION
2 Weeks


FUN
SQUAD
2011 3 weeks

THE
BABY
CHEER
Dilli’s youngest fan


THE IDEA
The search for the Daredevils youngest fan, by getting little kids
to gurgle-cheer.

HOW IT WORKS
Log on to www.cokefunsquad.com/ The cheer is standard- The videos/clippings are
1 babycheer, and post a sound clip/
video of your baby cheering.
2 I’m a Coke Daredevil 3 displayed in the gallery.

Users can vote for their The fan with the highest rating
4 favourite video/clipping. 5 makes it to the fan squad as
Daredevils youngest fan.


BUZZ GENERATION
Advertisements on radio, and baby specific website to get attention
Adorable video content ensure viral ability.

DURATION
3 Weeks


FUN
SQUAD
2011 4 weeks

COKE
KISSES
Good luck boys


THE IDEA
Get the ‘Kitty Party circuit’ to wear coke-red lipstick and send
‘coke kisses‘ as a token of good luck to the delhi boys - team
daredevils before IPL4.

HOW IT WORKS
Identify 25 kitty party Central to this idea is
1 groups in Delhi and
invite them to
participate by wearing
2 a giant sculpted bottle
of Coke which travels
3 As the Coke sculpture
travels from party to
another, it gets
from one kitty Party to covered with Coke
CokeRed lipstick on the another over a course kisses.
day of their Kitty Party. of 4 weeks.

Finally, the Coke Kisses
are presented when IPL4
4 begins to the Delhi
Daredevils before their
first game.


BUZZ GENERATION
The Trophy presentation is broadcast on TV
The kitty party circuit is included in an IPL event. This will naturally
generate a lot of publicity.

DURATION
4 Weeks


ADD ON IDEA 1
FAN SQUAD ANTHEM
FAN SQUAD Fans contribute one word each and famous
ANTHEM Delhi band Indian Ocean uses them as lyrics for
the Delhi Daredevils IPL Anthem 2011.

Indian Ocean
band members

HOW IT WORKS
Fans contribute one Indian Ocean uses
1 word each on a
microsite or via SMS
2 select contributions
to compose the DD
IPL Anthem 2011


ADD ON IDEA 2
DD FAN KIT
Rohit Bal, the famous Delhi designer is
FAN SQUAD commissioned to create the Coke Fun Squad
IPL KIT ‘Kit’.

Rohit Bal,
Delhi based
fasion designer


IN MARCH 2011, A GRAND FINALE
CAMPAIGN ‘LAUNCHES’ THE COKE
FUN SQUAD BEFORE IPL4.

FUN
SQUAD
2011


THANK YOU.


Daredevils auction memorabilia on Facebook for charity

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Daredevils auction memorabilia on Facebook for charity