CSK Fan Contest

What does it take to be a CSK superfan?

Brief & background

The core idea was to tap into the IPL fever and leverage the popularity of Chennai Super Kings to drive consumer attention and acquisition. This was going to be the biggest comeback for Chennai Super Kings playing in their back yard and Hathway needed to be part of the action.

Objectives

Upstage ACT which is Hathway's biggest competitor in Chennai and pull the mat from under their feet (FYI - ACT is Chennai Super Kings title sponsor)
Grab attention and get people to notice Hathway
Grab attention and get people to notice Hathway

Strategy

We ran a contest on FB & Instagram where we asked Fans to post what it took to be a Chennai Super Fan. It was a simple idea based on a simple insight that Fans love to share what makes them true-blooded supporters. So we tapped into the emotion of a fan relationship with CSK. The impact of the contest was overwhelming. Within days we had huge participation.

Results

The contest was hugely successful as it tapped into powerful consumer insight. The execution was very simple and run across FB and Insta. Over 5000 + entries in less than one week.

CSK Fan Contest

What does it take to be a CSK superfan?

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