IPL 2024: Brands Seek To Redefine Fan Experiences
The mammoth cricket event – Indian Premier League (IPL), is back and will be held from 22 March to 26 May, 2024. The pulsating extravaganza has brands wanting to seize the dynamic platform of cricket to delve into experiential marketing strategies, and crafting unparalleled consumer experiences that resonate deeply with fans. Recognising the power of live sports events as fertile ground for engagement, brands are transcending traditional advertising approaches to create immersive activations that leave lasting impressions. From pop-up fan zones brimming with energy to interactive installations that blend entertainment and brand messaging seamlessly, brands are looking at redefining consumer engagement at the IPL.
With a keen focus on fostering emotional connections and memorable interactions, experiential marketing initiatives are designed to captivate cricket enthusiasts beyond the boundaries of the stadium. Collaborations with IPL teams and players would further amplify the impact, offering fans exclusive access and personalised engagements. As the IPL continues to command attention on a global scale, brands are leveraging experiential marketing to not only enhance visibility but also cultivate loyal communities of fans who eagerly champion their offerings.
Everything Experiential spoke to veterans in the events industry who shed light on brands spending on experiential marketing at the IPL 2024, working on building brand loyalty at the event through their activations, personalising consumer experiences there and more.
IPL 2024: Bigger & Bolder For Brands
Needless to say, experiential marketing has begun to find prominence in almost every brand’s media mix. This year, it is going to be bigger and bolder for brands in terms of spending on experiential marketing, utilising experiential marketing as an effective medium to get in touch with their cohort (s), as well as building consumer experiences on-ground at the IPL.
IPL 2024 presents an array of enticing opportunities for brands to captivate audiences and elevate their exposure. Sameer Tobaccowala, CEO, Shobiz Experiential Communications believes that chief among these is the potential for deep emotional engagement with viewers, as cricket stirs profound emotions and fervour among fans. “With a colossal audience presence spanning from the stadium grounds to television screens and social media platforms, brands have the chance to achieve unparalleled reach. Investing in cutting-edge technology for on-ground experiences or interactive stalls can magnify this audience reach manifold.
The IPL thrives on innovation, offering fertile ground for brands to pioneer new sponsorship opportunities. Whether through stadium branding, team sponsorships, player endorsements, or inventive match-day activations, brands can position themselves at the forefront of fan consciousness.”
He recognises that IPL is fundamentally a fan-centric spectacle - brands can leave a lasting impression by crafting immersive experiences infused with technology. Embracing virtual reality experiences, interactive apps, and other tech-driven engagements ensures a memorable and deeply engaging interaction with fans. In the pursuit of victory, brands can leverage the competitive spirit of the IPL by orchestrating captivating contests and participating in trending topics across social media platforms. This dynamic approach not only boosts visibility but also fosters active engagement with the audience throughout the tournament.
Tobaccowala adds, “Furthermore, forging strategic partnerships with IPL teams or star players can serve as a potent catalyst for enhancing brand visibility and credibility. By aligning with the revered status of these teams and players, brands can forge profound connections with fans and curate unforgettable experiences that resonate long after the final ball is bowled.”
Sonal Verma, Senior Vice President - Brand Experience, Cheil India also talks about sponsorships, brand visibility and more at the IPL 2024, “Experiential marketing is poised to take centre stage in brands' media strategies, with IPL 2024 set to witness even bigger and bolder investments in this dynamic medium. Brands recognise the IPL as the ultimate platform for elevating their presence and connecting with audiences nationwide. Through experiential marketing activations, brands aim to foster lasting consumer gratification and brand recall. Securing a title sponsorship is a prestigious achievement and a means to dominate the pitch and command significant brand visibility. With the IPL serving as a unique stage for showcasing offerings and engaging with target demographics, brands are gearing up to capitalise on this opportunity, enhancing their consumer experiences both on-ground and beyond.”
Sanjeev Goyle, CEO – OOH and Rural, IPG Mediabrands India specifies that increased spends on experiential stem from consumers' desire to experience propositions larger than life. “Real-life interactivity brings brands closer to consumers and brings brand propositions to life. Technology, aided by digital amplification, creates a multiplier effect for these bespoke experiences. This year, brands associated with IPL and respective teams have crafted experiential strategies larger in scale, outreach, and spend compared to previous years.”
Long-term Brand Loyalty At IPL 2024 Through Activations
Brands are obviously focusing on continuity and long-term brand loyalty at IPL 2024 through their experiential marketing activations.
Tobaccowala suggests, to nurture this, brands can adopt a series of strategic approaches:
1. Craft Consistent Brand Narratives: The primary task is storytelling, and this narrative must be seamlessly woven across all channels and demographics. A cohesive story not only boosts brand recall but also maintains a consistent presence throughout all promotional phases.
2. Embrace Community Building: Today's audience craves belonging and connection. Brands that cater to this need for community and personalisation stand out. By facilitating interactive fan zones, immersive VR/AR experiences, and opportunities to engage with brand ambassadors, brands can forge deep connections and foster loyalty.
3. Champion Values and Social Responsibility: Modern consumers gravitate towards brands with strong values and a commitment to social causes. By championing environmental sustainability, supporting local communities, and embodying empathy in their actions, brands can resonate more deeply with the masses.
4. Leverage Engaging Technology: Utilising innovative technology to enhance engagement is paramount. By offering captivating experiences—such as the use of Virtual Stylers allowing fans to experiment with different hairstyles, as seen with the Tresemme stall at Lakme Fashion Week (done by Shobiz) — brands can create lasting impressions and emotional connections.
5. Harness the Power of Influencers: In today's landscape, influencers wield considerable influence. Brands should capitalise on this by collaborating with influencers who have a genuine connection with their audience. Through social media, email campaigns, and loyalty programs, brands can provide exclusive content, discounts, or rewards to sustain ongoing engagement.
Verma comprehends that recognising the effectiveness of engaging with audiences nationwide during the IPL season, brands are focused on elevating customer experiences, strengthening brand connections, and ultimately driving sustained market share growth. “By leveraging on-ground activations via contests, interactive engagements social media challenges, brands create touchpoints that allow for meaningful interactions with consumers, fostering loyalty and ensuring sustainability in their experiential marketing efforts.”
Goyle seconds Tobaccowala and Verma, “Brands are expected to deploy multiple strategies to foster lasting relationships with fans beyond the tournament duration. These strategies include consistent brand messaging across touchpoints, community building, loyalty programs, and sponsorship integrations.”
Personalising Consumer Experiences At IPL 2024
Brands are going to be betting on personalising consumer experiences through customisation and interactive elements at IPL 2024.
Tobaccowala points out, “Brands are not just aiming to meet but exceed consumer expectations, offering tailor-made experiences, customised merchandise, and immersive installations driven by cutting-edge technologies like AI, VR, and AR.
Moreover, brands are committed to fostering real-time engagement with fans. Through active participation on social media platforms, live chats, and interactive polls during matches, brands are creating a sense of community and connection. Fans feel valued and appreciated, knowing their voices are heard and acknowledged in the moment.”
But it doesn't stop there, he reveals. Brands are also reaching out directly to fan clubs, organising Virtual Meet-and-Greets with IPL stars, celebrities, and brand ambassadors. These exclusive sessions offer fans the chance to engage in intimate Q&A sessions, virtual autograph signings, and behind-the-scenes tours, leaving a lasting impression and forging deep personal connections.
“In essence, brands understand that the key to success at IPL 2024 lies in prioritising personalisation and interactivity. By delivering immersive and engaging experiences that resonate long after the tournament concludes, brands are cementing their place in the hearts and minds of fans everywhere,” Tobaccowala brings out.
Verma mentions that with a focus on youth-centric engagement, brands aim to forge authentic connections by tailoring marketing activities to resonate with their audience. “By integrating interactive elements and leveraging social media channels, brands extend the reach of their activations beyond the stadium, maximising engagement, visibility and virality. These personalised experiences create memorable moments for consumers and enable brands to interact with their target audience in a time-effective manner, ensuring prolonged impact and brand resonance.”
Goyle notes, “The investment by brands in personalising consumer experiences at IPL 2024 through customisation and interactive elements aims to deepen engagement and forge stronger connections with fans through data-driven personalisation, interactive experiences, fan engagement platforms, VIP experiences and rewards, and location-based experiences.”
Future Direction Of Experiential Marketing At IPL 2024
It would be interesting to watch the upcoming track that experiential marketing holds in the context of IPL 2024 based on the trends observed during this season.
Tobaccowala underlines that IPL 2024 will be shaped by technology, market trends, and what fans like. Brands will aim to engage fans, make them remember their brand, and tell stories that leave a mark:
1. Technology: Expect cool stuff like virtual reality and interactive apps to make IPL more fun for fans.
2. Market Trends: Brands will keep an eye on what's popular and adapt their strategies to stay ahead.
3. Fan Preferences: Brands will focus on giving fans what they want, like personalised experiences and cool merchandise.
At the end of the day, brands want fans to enjoy IPL, remember their brand, and feel connected to the stories they tell, he explains.
Verma feels that experiential marketing holds a promising future in the context of IPL 2024, and reiterates the significance of activations, “A Superbowl moment for brand activations, IPL offers opportunities for viral campaigns and opening up monetisation avenues. With the involvement of celebrities and regional connections, brands can leverage the IPL's nationwide viewership to solidify consumer activation and brand imagery. On-ground activations play a pivotal role in creating direct connections with the consumer, fostering long-term sustainability and impact. As brands continue to innovate and refine their strategies, the IPL remains an indispensable platform for making a lasting impression and driving brand success.”
Goyle states that it will likely involve a blend of technological innovation, personalisation, and entertainment. “This combination aims to create immersive and engaging experiences for fans both on and off the field, based on observed trends during this season.”
In conclusion, by harnessing the power of experiential marketing at IPL 2024, brands are anticipating to forge meaningful connections with consumers, leaving a lasting impact that extends far beyond the cricket field.
