Airtel uses Facebook to connect football fans in the real world

Unlike various branded Facebook applications, which engage users online; a new application called 'Play Hard, Party Harder' aims to engage and connect users with each other in the real world.

The Facebook application, conceptualised by Rediffusion Y&R, has been launched by mobile phone service provider, Airtel. The idea is to enable sports fans to watch events and party together at restaurants or nightclubs in their locality.

To begin with, the application will be used to bring together FIFA World Cup followers or fans. For this, Facebook members will be required to access or sign-in to the application, available at Apps.facebook.com/playhardpartyharder/ and then provide some basic details. For instance, users have to select three football teams they love or hate, enter their location and provide their mobile phone numbers.

After the registration process, the application automatically displays information about other members of the application, who love or hate the same football teams. Thus, users can connect online and add each other as friends.

To hook up with each other in the real world, members will be required to first log-in to the application and then select the match they want to watch. After that, they can access a list of restaurants or nightclubs in their locality, where the match will be telecast on big screens. They also get the facility to check out a list of other members of the application, who will be at a particular restaurant to watch the match.

Airtel will also entice users of the application with special mobile coupons for restaurants or nightclubs, to make offline meetings possible. Everyday, the mobile phone company will send SMSes related to match schedules and venue details of restaurants or nightclubs, along with mobile discount coupons of up to 15 per cent.

"The mobile phone company has tied up with more than 80 food and beverage outlets across six cities -- Delhi, Mumbai, Kolkata, Bengaluru, Chennai and Pune -- where mobile coupons will be accepted," Shubho Sengupta, creative head, digital, Rediffusion Y&R tells afaqs!.

He adds, "The idea is to use digital media to tell people to come together and meet offline as well. The application will act as a platform, which will help Facebook users to extend their network of friends."

Sengupta indicates that the application is a long-term digital property and will be used for other sports events as well, such as the English Premier League (EPL), which is scheduled for August this year. Restaurants in smaller cities, such as Nagpur and Darjeeling, will also be integrated with the application in the next phase.