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Of Warriors, Cheer Queens & Victory Dances

It’s live. It’s real time. It’s completely on the ball. It’s Digital Law & Kenneth’s latest media innovation on cricbuzz for Pune Warriors.

Neha S | Delhi | May 9, 2011

For sports fans online, live updates are among the biggest and most popular hooks.  Digital Law & Kenneth agency has taken the live factor to the next level – but with a big “cheery” twist. They’ve done it with a simple innovation that dances to the beats of an even simpler insight.

This one changes the game, bringing updates straight to the fans with an execution element that is as lively as it is eye-opening. The objective was two-fold: Reach out to the Pune Warriors’ fan following online while creating buzz for the brand. Says Amit Kapoor, Vice President at Digital Law & Kenneth, “The client’s Cheer Queen property is an important communication differentiator – simply because every other team has ‘cheerleaders’. This idea brought Cheer Queens straight into the spotlight.”

Commenting on the Big Insight, Anil K Nair, Head of Digital Law & Kenneth, says, “From a strategic viewpoint, the Live Score functionality has never exclusively and innovatively engaged with the fans of a particular team. Enter Pune Warriors”.

Here’s how it works: Whenever a Pune Warrior hits a ‘four’ or a ‘six’ on the field, the Cheer Queen in the banner shows off her best moves. All made possible by using the Live Score function.

Concludes Dinesh Swamy, Creative Director, Digital Law & Kenneth,

“IPL is a fan-driven sport and the online medium plays a pivotal role. Our large audience pool on the internet includes users who wish to stay updated about the games via Live Score. Why not talk to them directly? With the Live Score innovation, the fans can watch the virtual Cheer Queens dance and cheer for their team. We’d like to think we’ve blended insight, creativity & technology in just the right proportions.”

Neha@BestMediaInfo.com

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