Kingfisher spins Cricket-Roulette in bars

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | May 15, 2012
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Candid Marketing conceptualised a Cricket Roulette game to provide consumers a Kingfisher experience across select bars and permit rooms in metros, mini metros and Tier II cities over weekends.

Ever heard of a Roulette game outside a casino? Candid Marketing, the brand activation agency of Kingfisher beer, conceptualised an innovative engagement tool in the form of a Cricket Roulette game, in a bid to highlight and leverage Kingfisher Strong's association with the IPL.

Kingfisher strong activation

To play the game, one had to visit a bar or a permit room over weekends and buy Kingfisher Strong beer. The Cricket Roulette game involved a wheel with a 'bat handle' at the centre of the game unit. The slots on the wheel had different runs written on them (1, 2, 3, 4, 6, out and free hit). One got only one chance to rotate the wheel for every purchase of a beer. Once the wheel started to spin, a ball was dropped anywhere on the green portion of the game unit. The slot on which the ball stopped was the score. The winners were gratified with goodies according to the 'runs' scored.

In addition, there was also a lucky draw contest, wherein each coupon had a question to be answered, along with other details like name and contact number. Winners of the lucky draw contest got an opportunity to watch an IPL match live at the stadium, along with a companion.

Atul S Nath

Moreover, on arrival at the city where the match would take place, the lucky winners were checked into the hotel and a testimonial video was shot, wherein they spoke about their 'Kingfisher experience'. Candid took care of their travel to the stadium and back.

Atul S Nath, managing director, Candid Marketing, says, "We understand that catching and holding the attention of the TG (target group) at bars and permit rooms is a difficult task and the challenge was to creatively engage them. Considering this, the Cricket Roulette game was a perfect fit."

The activation kicked off on April 6 and was carried out over the weekends across select bars and permit rooms across 58 cities in metros, mini metros and Tier II cities including Delhi, Mumbai, Hyderabad, Bengaluru, Faridabad and Lucknow, among others.

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