To keep fans engaged and entertained, Rajasthan Royals and Interactive Avenues adopted a unique social media approach. They decided to cut back from the cookie-cutter approach and latched on to nostalgia, trends and cricket legends to invite greater engagement.
This approach has given the IPL team the No. 1 engagement rate among all sports teams in the world on Facebook. It registered 35.2 million engagements and 870 million+ impressions on social media along with the organic coverage by many news and cricket websites.
The team had emerged as an admin sensation in IPL 2020 and was the third-most engaged team on Twitter and Instagram and number 1 on YouTube. This time, in order to drive greater engagement on match days, Interactive Avenues and RR came up with interesting graphics and posters. For example, a poster showed the younger players of the team admiring MS Dhoni on their match day against Chennai Super King.
Another interesting graphic showed the seniors of the team cheering at the Wankhede stadium for the new captain Sanju Samson.
They hopped on the ‘Indiranagar ka Gunda’ by showing Rahul Dravid, who was the captain a few years ago, alongside the team.
Last year when the Royals defeated Sunrisers Hyderabad, they ordered a Hyderabadi biryani from Zomato to celebrate. To rekindle the rivalry, this time RR came up with a witty poster of the RR captain in a Chef’s hat preparing biryani on the match day with Sunrisers Hyderabad.
According to the team, within half a season, this unique approach helped boost engagement numbers across multiple social media platforms. Match day graphics for the first seven games across platforms garnered more than 18.6 million engagements.
Speaking about the strategy, Atishay Agarwal, Head of Content, Rajasthan Royals said, “On match days, it's not just about creating a graphic or announcing the occasion, it's an opportunity for us to tell a story through it. It was always going to be challenging to find an interesting and different story to tell each game, but Interactive Avenues were up to it. We told stories of all types – heart-warming, exciting, and entertaining — and told them well through excellent copy and design”.
Siddharth Sethumadhavan, Associate Vice-President, Client Servicing, Interactive Avenues stated, “Rajasthan Royals entered IPL 2021 being the most sought-after channel after its heart-winning approach in 2020. Everyone was aware that the numbers start pouring in on match days and capitalising on it was our key objective. Taking forward our approach from 2020, our match day graphics struck the right chord by simply following three principles: Team Love, Love for the Sport and that cheeky RR Admin personality. Within half the season, the interaction statistics showed that our channels are no longer an RR fan’s prized possession but also the second favourite of our competitor’s fans.”