Game ke Deewane campaign
[BY]
Aabeer Narayan Bhattacharjee
[Category]
Creative
[DATE]
Objective: To celebrate and harness the unparalleled passion of Indian cricket fans during the pandemic by driving user acquisition and engagement on the My11Circle app. The campaign aimed to emotionally connect with fans through the “Game ke Deewane” theme while offering a compelling welcome bonus of ₹1500 for team creation and a 2x winnings boost when Team India wins to significantly increase platform participation, match-day activity, and brand affinity during a peak cricket season.
Creative Process:
1. Insight
Tapped into India’s cricket craze during the pandemic to keep fans engaged.
2. Concept
Game ke Deewane – celebrating fan obsession, with My11Circle as the ultimate platform.
3. Offer
₹1500 bonus for new users + 2x winnings if India wins.
4. Visuals
Bold, emotional cricket-themed creatives with sharp copy across channels.
Results:
+40% Increase in New User Registrations during the campaign period.
3X Growth in Daily Team Creations, driven by the ₹1500 incentive.
2.5X Spike in Match-Day Engagement on days when Team India played.
35% Increase in App Sessions fueled by push notifications and real-time updates.
Massive Social Buzz with thousands of fans sharing wins and rooting for India.
High Redemption Rate on the 2X winnings offer, enhancing user satisfaction and loyalty.
