Client Brief

The Twelfth Man app is a ‘football-only’ fantasy gaming platform that allows users to compete in a large variety of contests against other users for free or by paying entry fees to join a prize pool

Fantasy sports has grown into a multi-billion dollar industry worldwide. However, the industry is still in its nascent stages when it comes to Indian football

Twelfth Man aspires to build a football community in the nation & bring the footy fanatics together

Idea

Launching Sunil Chhetri as the brand ambassador of Twelfth Man, India’s #1 fantasy football app via #LiveTheGame.

The campaign aims to provide a platform to Indian football fans to #LiveTheGame through fantasy football, leveraging the love & popularity of Sunil Chhetri to amplify the brand message across the country.

Conceptualised by White Rivers Media, #LiveTheGame, the video series, resonates best with the true essence of the game of football and was the perfect fit for the reveal of Sunil Chhetri.

Execution

We strategised a week-long launch campaign with precursors of teaser videos. These teasers - starting 19th May - had glimpses of Sunil Chhetri and created intrigue in the audience.

A teaser tweet and Instagram countdown story by Sunil Chhetri a day prior to the launch helped build that intrigue amongst his own followers.

We efficiently used the Instagram grid for revealing the brand ambassador adding the oomph factor to their Instagram feed, which also acted as the perfect bridge from teasers to launch.

For the launch, we released 3 back-to-back videos shot in a stadium to keep the essence of the game in focus.

Result

The brand launched the association with Sunil Chhetri with a bang by reaching over 20 Million+ fans across mediums. 

More than 50+ media wires covered the launch campaign including the likes of Brand Equity, Financial Express, The New Indian Express, Outlook India, Adgully to name a few.

With a total of 5.2+ million views on Facebook and 4.2+ million views on Instagram, the launch videos became the talk of the town amongst the footy fans of the country.

Throughout the launch, Sunil Chhetri spoke about the app across his social accounts, right from pushing the teasers to closing the loop with the final reveal.

Launch posts published on the captain fantastic Sunil Chhetri’s social media handles cumulatively garnered an audience of 3+ millions