While the DLF Indian Premier League 2012 is on in full swing, one of the franchises - Rajasthan Royals - that is already making news with its winning ways in the tournament, has awarded its social media duties to FoxyMoron, a Mumbai-based digital agency, to up its interaction and popularity levels with the fans.
The agency was chosen after the franchise evaluated the credentials of a few others. However, Shoeb Shaikh, manager, communications, Rajasthan Royals tells afaqs! that there was no open pitch called.
"The idea is purely to interact and connect better with the fans. The easiest way to do so is through social media, which will help the fans get closer to the players," says Shaikh.
He adds that the biggest problem the franchise faced while choosing an agency was the lack of innovative ideas, which was eventually provided by FoxyMoron.
The agency has already begun work, utilising to the maximum Facebook, Twitter and YouTube to design and build a digital platform that will provide a network for Rajasthan Royals' fans across the world.
While Facebook will be used to update and communicate with the fans, Twitter will further enhance conversations and YouTube will be used as an important visual driver granting behind-the-scenes access to fans.
Giving an example, Harshil Karia, partner, FoxyMoron says that the agency will build on the popular hashtag on Twitter -- #LikeABoss, with one especially for Rajasthan Royals -- #LikeARoyal to instil in the fans' minds the 'Royal lifestyle'.
The agency also looks to tie up with sponsors for the entire digital activation.
"We aim to build a loyal, long term fan following for the team, using the power of digital media. Indians feel so passionately about cricket that it was about time this passion transcended online," Karia says.
"We really want people to have an immersive experience. It is all about creating a connect that will make fans feel strongly about the team. Cricket is already a passion amongst Indians, we aim to transform this passion into a loyalty, one that transcends reason," he adds.