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Augmenting data signals through a real-time dashboard to produce creative responses across the campaign on multiple platforms

Augmenting data signals through a real-time dashboard to produce creative responses across the campaign on multiple platforms

Market Challenge

Globally, the e-sports gaming market is estimated to be over USD 500-600 million with over 2000 participating teams. Although in India, compared to cricket & football, the perception of ‘gaming’ in India is linked to 'casual entertainment' and most certainly not a real ‘sport’ in spite of being home to thousands of cyber athletes, Thus it does not command the same level of popularity with the masses.

Objectives

  • 1 Promote e-sports as a serious form of ‘sport’ and position U Cypher as an enabler of esports in the country. in the country
  • 2 Enable U Cypher to become a democratic and accessible platform to India beyond the metros
  • 3 U Cypher to be relevant as a community to the gaming core as well as a show to the mass youth of the country.

CHALLENGE

U Cypher being an entirely new concept, exhibited unique challenges. Learnings were key to create effective stimuli for the audience to engage with and ensure an engaged cohort.

Marketing efforts demand multi channel efforts with the role of each channel varying from each other. Further with core metrics of each platform differ from each other with data residing in silos accessible only through their individual interfaces. Thus, analysing output demands manual extraction to arrive at quantitative and qualitative insights.

AGGREGATION UNDER A SINGULAR DASHBOARD

This led to creation of a singular live dashboard allowed for a real-time understanding of the U Cypher universe.

The dashboard aggregated realtime data signals covering YouTube, Facebook, Twitter, Instagram, Website core metrics as well as Sentiment Analysis & Media Monitoring for brand U Cypher and individual teams.

DATA SIGNALS INFLUENCING CONTENT CREATION

The first introduction of U Cypher came in the form of 3 promos, released on MTV & promoted through across social assets.

Capturing data signals and tracking response to content triggers on digital platforms indicated responsiveness towards specific content stimuli that was edgy and provocative.

In line with this insight special digital video slices were created with the characters from the promos and deployed accounting for an organic uptake which was 22% higher than the promos.

Further leading to an incremental spike in conversations affirming the learning.

Outcome

The promos generated 15.1MN views with a CPV of 0.4 with 32% organic contribution. Digital Cuts delivered 3MN views with a CPV of 0.3 with 54% organic contribution. The Engagement rate for the Digital Promos, was 24% higher than the Main promos.

In comparison, the media spends on the Digital Cuts where only 17% of the spends on the Main Promos, but the outcome showcased a higher organic uptake by virtue of the content being edgy and provocative in nature.

DATA SIGNALS THAT HELP DISCOVER AN INSIGHT

The critical aspect of content creation was to be cognisant of what’s ‘cool’ in the gamers universe. The swag, the edge & innovation were critical filters for content creation and took inspiration from everything that the gamer universe would relate & react to.

Seeding stimuli in the form of relevant dynamic content thematics, leveraged by celebrities in the gaming domain drew in the fanatics and showcased an interesting trend and behaviour that was unique to this cohort.

The response to the effort resulted in a sharp incremental spike in engagement and specific triggers that led to fan delight.

Reactions to the content critically exhibited a behavioural pattern that keeps them together as a tight-knit collective, much like a tribe. They seemed to have their own lingo in the form of gaming terms, rituals, nicknames, clans (groups), level badges and a mutual understanding of belonging.

GIVING LIFE TO A UNIQUE FORMAT OF CONTENT MARKETING

EXECUTION

The outcome of this learning inspired creation of an anthem packaged as a ‘music video binding them together around a war cry’ - Hum Gamer Hain’ which the community could call their own.

The music video gave a sneak peek into the exciting, adrenaline filled world of U Cypher celebrating, the gamers, teams, the rivalry & action. ‘Hum Gamer Hain’ lent recognition to Indian cyber athletes proclaiming their identity to the world at large.

Strategically, it was in congruence with the objective of being relevant to the ‘gaming core’ & drawing in the fringe.

Outcome

The track generated a fair amount of interest amongst international e-gaming portals, Reddit threads and e-gaming social communities. The track also aired on MTV and received international recognition by the publication Polygon calling it ‘a blast’ announcing Indian e-sports to the world.

With a CPV of 0.29, the organic contribution to the total 10MN+ views was a staggering 63%.

  • Views - 168K
  • Engagement - 4K

Alternate Statistics & Data

LARGER OUTCOME

MTV India commands a superior brand equity and community footprint (15x times larger), yet U Cypher generated a HIGHER Reach, Share of Volume and Influence across social platforms.

Overall RESULTs

  • Consumption
    Recorded over

    29MN views
    across content & platforms

  • Engagement
    Recorded over

    3MN+
    engagements
    across content on both U Cypher & MTV India

  • Reach & Impressions
    Amassed a reach of over

    124M

    with an impression count of 178M

  • Conversation Trends

    #UCYPHER, #HUMGAMERHAIN & #DOTHECYPHER TRENDED IN INDIA ON THE RESPECTIVE LAUNCH DAYS

  • Community
    grew from 1.5k to over

    878K
    across Facebook, Twitter, Instagram & Youtube

  • Participation intent showcase for the next season
    Received over

    4000+
    hand-raisers
    for Season 2