afaqs!

Kolkata Knight Riders appoints 22feet for social media marketing

By Kapil Ohri , afaqs!, New Delhi | In Digital | February 23, 2011
KKR plans to use Facebook and Twitter to engage and interact with its target audience before, during and after the IPL season.

The Indian Premier League team Kolkata Knight Riders (KKR) has roped in the Bengaluru-based digital agency 22feet, to handle its social media marketing activities.

Speaking to afaqs!, Vineet Gupta, managing partner, 22feet, says, "From March 1 onwards, we will manage the social media presence of KKR for 12 months. Our mandate is to keep the brand alive before, during and after the IPL." The agency plans to use Facebook and Twitter heavily for social media marketing of the team. It plans to launch an official Facebook page for KKR.

Currently, the IPL team is present on Facebook as a group (11,000 members), and has not created a brand page. On Twitter (Twitter.com/KKRiders), it is followed by more than 31,000 Twitter members.

Gupta reveals that there are plans to create original content and build applications for the KKR team, which will be distributed via social media sites. Social media will also be leveraged for pushing the sales of KKR branded merchandise.

Last month, 22feet won the digital duties of RMZ Corp and William Penn, the multi-brand retail store chain that sells premium brands of writing instruments, desktop and lifestyle accessories.

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