Friday, October 29, 2010
The viral marketing that went wrong
The casualwear chain 'Gap' decided to change its decades old logo with a new chic-style logo. The new logo irritated fans, spurring them to complain about it online. "Gap" became a trending topic on Twitter, as design- and branding-savvy Twitterers (as well as those who just like to voice an opinion on everything) proclaimed their distaste for the new logo. In a knee jerk reaction they decided to crowd source the logo through social networking websites. This turned the irritated fans into an online mob, with custom avatars mocking the logo popping up and even a fake Gap Logo Twitter feed, @gaplogo, with a few thousand followers. A set of individuals referring to themselves as "The Randian Preservation Society" went so far as to launch a site called Crap Logo Yourself, in which you could put any text into the style of the new Gap logo, playfully asking, "Why hire an expensive firm to rebrand?"
Gap North America president Marka Hansen said in a statement, "There may be a time to evolve our logo, but if and when that time comes, we'll handle it in a different way," Hansen said, adding that the project was not the right one to offer up to "crowd sourcing."
A week later the gap logo was changed back to the original one.
Guess the retailers didn't estimate the 'gap' between their logo and their customers correctly.
Why So Serious?
A transmedia experiment with over 10 million particpants in over 75 countres that played across hundreds of web pages, interactive games, mobile phones, print, email, real worl events, video and unique collectibles
Honda's Viral Marketing
Office 2010 : The Movie
Whatever will be will be!
This is my favourite Viral Marketing campaign of Thai Life Insurance. They make audience realize that people' life are different, but we can make the best. "Thai Life Insurance saw the value of everylife"
Thursday, October 28, 2010
Viral Marketing in Ukraine
The interesting thing about Viral Marketing is that most companies can't do it properly. If buzz looks fake people won't follow it... Proper Viral Marketing is that one when people don't realize that they participate in marketing campaign.
My favorite buzz is when Russian cellular company MTS bought Ukrainian company UMC and made rebranding. The new brand was egg on red background. Buzz was that huge that not only in the Internet people was talking about "egg attack" but also outside, websites started to sell t-shirts and tank tops with egg symbols and fun comments.
Appropriate Marketing
Hello Everyone!
I have accidentally found following ad:
It is definitely fun! BUT, why some things that inappropriate in real life appropriate in marketing?
Viral Marketing From Indonesia
NTT DOCOMO Vision 2020 Culture Symphony
Check it out.
http://www.youtube.com/watch?v=Z4jO6mrzk9I
Sesame Street - I love my hair!
This is a recent music video that Sesame Street created and aired. A small, black Muppet girl sings about how much she loves her hair. It immediately went viral.
Misconceptions of beauty can distort how little girls feel about themselves. People love this song because it celebrates diversity and helps build girls' self-esteem and body image. It's a positive message and a huge success for Sesame Street.
~Lindsay
A Pantene Commercial that Got Viral
http://www.youtube.com/watch?v=Um9KsrH377A
Most viral videos come and go, but this is the only one has made a lasting impression in my memory, that despite the fact more than two years have gone by since the last time I watched it, I can still vividly recall its image.
Anyways, it was a Pantene commercial in Thailand about the story of a deaf and mute girl who learns to play the violin against all odds. However, its popularity reached much beyond just Thailand. In both China and the U.S.'s online communities, which I frequently visit, this touching story created a huge wave of sensation, attracting tens of millions of viewers.
From a marketing perspective, some people have questioned its relevancy for Pantene's product line. However, if we look beyond just the immediate impact on product sales, it is clear that this campaign successfully conveyed a message regarding Pantene's brand value and the corporate social responsibility efforts by its owner Procter & Gamble.
Please enjoy. It can change your life.
Animaton in TVC
http://www.youtube.com/watch?v=hfLiyOPuuKw&feature=related
Thanks,
Viral campaigns in Politics
What about having windows in Catalan?
Wednesday, October 27, 2010
Evian Roller Babies international version
Marketing of Apple
Tuesday, October 26, 2010
My Favorite Viral Marketing Campaign
But what most people do not know is that Jib Jab actually also creating many other similar mini episodes of animation that helps to create viral effects for election candidates, such as "Governator" Arnold Schwarznegger in this video among many others.
Once again, it just show the power on the Internet when it comes to marketing.
The other web that makes me leaning forward besides facebook
The most pupolar Viral Marketing campaign in Japan
Due to increbility of family composition, tricky plots and strong messages about its services, it brought big boom and helps Softbank expand its share of the cellphone carrier market rapidly.
The number of titles has been over hundreds and that number is still going up.
Its continuity is also very impressive as well.
Here is iPhone version.
Monday, October 25, 2010
World's Highest Dancefloor
Online retail and sales tax
Another interesting trick that Amazon uses is creating subsidiaries that are treated separately for tax matters, a legal technique called "entity isolation". The subsidiary that developed the Kindle is in California, but because it doesn't sell the Kindle directly to customers, Amazon's legal position is that it isn't required to collect sales taxes in California.
Click here for a similar case study on walmart.com
viral video or alien invasion?
Sunday, October 24, 2010
Viral Marketing
Saturday, October 23, 2010
PS3 & Wii value proposition
PS3’ value proposition is that people can play the video game possessing the highest quality image and sound. Moreover, they can watch Blu-ray disk. On the other hand, Wii’s value position is that all human beings can be very easy to play the video game with attractive wireless controller. In fact, PS3’s specification is much better than Wii; however, the sales volume of Wii is much higher than PS3’s volume. Why? Nintendo succeeded in creating new markets, that is to say, young women and elderly people started to play video game.
Around 30 years ago, Nintendo concentrated on selling just playing cards; however, now, Nintendo is the No.1 player in home video game markets. Please watch below. This is a Nintendo’s first video game CM and origin of Japanese video game!! Sorry, this CM is only Japanese...
This CM is saying that changing from just watching TV to playing TV!
The true cost of electronic payment cards
Here's a movie about the Octopus cards:
Here's news clip of the scandal:
Despite its popularity, customers used Octopus cards and its rewards program without finding out its true costs. Now that Hong Kong government and its people are aware of the scandal, it will be interesting to see if Octopus's value proposition still holds after customers find out its true cost. What do you think?
Fedex commercial
Friday, October 22, 2010
JS - Officially Missing You - Tamia (cover)
word of mouth. Everything starts from the internet!!
Not only companies wanting to sell their products or services use this marketing method, but also
artists wanting to promote themselves and their latest hits seems to be using this viral marketing as
a main channel to connect with their audiences.
The most basic and famous way is to upload your video clips, sometimes called viral clips, to youtube.
Here, I have an example of Korean-Australian twins, who want to be duo singer. Their names are
Janice and Sonia. I have been following their works for almost a year now because my friend, who
is their biggest fan told me so (it is a power of word-of-mouth).
A few years ago, only handful amount of people know them. Today is a whole different story.
As they continue uploading their video clips, together with the power of word-of-mouth, one of their video clips hits 5 millions views on youtube and they were able to hold a successful concert in LA (May 2010.)
For them, it proves that "Viral Marketing" does work!!!
Will it blend?
I understand clearly how strong and effective his product is but...
1. Do we really blend those stuffs, which are difficult to blend, he showed us at home?
2. It costs around $400!!, crazy!! Anyway 10 million views!
(Check for youtube "Will it blend?" to see a lot more things blend, enjoy!!)
A different value proposition: Dove Evolution
4Ps Become 5Ps
Before this class to day October 22, 2010, I read back module E-Marketing session 1. According material in session 1 we learn about 4 Ps ( From the seller’s Perspective). The 4Ps consist of products, price, place, and promotion. Base on my experience in banking industries, process maybe so important, a lot of our customers do not care so much about pricing. For example; bid bond, if a company apply bid bond for tender a project, they need bid bond as soon as possible, some time they need only one hour. In the other hand banking officer must be careful to create bid bond both procedure and type. I ever conducted a small survey for several big company to know what important they need. The result of survey shows that process is more important than price, place and promotion.
A truely identified value proposition for customer!
Can u guess the link below is for what type of company advertisement? Perhaps u r right, a famous Cell phone company, Bangla Link advertisement. In the last 3-4 years an explosive growth has taken place in this sector in Bangladesh. Cellphone influenced the life of people and the company rightly identified the value for the customers and how they can be benefited. In this advertisement, there are two sequence: Before Cellphone and after cellphone
http://www.youtube.com/watch?v=-gifzMjGv2Q
The company truly identified the value for the customer such as fishermen, businessmen, women and the theme was the same "days have been changed completely"
Customer Satisfaction
Thursday, October 21, 2010
Millionaires Before They Turned 25
Related to our discussion about value, our professor in e-Marketing said "anything that we purchase must solve problem of the customer" and I want to prove it in reality world. Yahoo provide a good news at October 21, 2010. Yahoo introduce several young entrepreneurs success to run their business in younger age.
After we read this article, we can make assumption that you don't need years of experience to make your business big as long as you know about "Value".
Here people become millionaires before they turned 25:
- Mark Zuckerberg, co-founder of Facebook, Now he's a 26-year-old
- Michael Dell, Age now: 45 Title/Company: Founder & CEO, Dell Computers Made his first million by age: 19
- Catherine Cook, Age now: 20 Title/Company: Founder, myyearbook.com, Made her first million by age: 18
- Sean Belnick, Age now: 23 Title/Company: Founder, BizChair.com, Made his first million by age: 16
- Juliette Brindak, Title/Company: Cofounder/CEO, MissOandFriends.com, Made her first million by age: 19
- Matt Mickiewicz, Title/Companies: Founder, Sitepoint, 99 Designs & Flippa, Made his first million by age: 22
- David Hauser & Siamak Taghaddos,
Age now: 28 and 29, respectively,
Titles/Company: Co-founder (Hauser, right);
Co-
founder, CEO (Taghaddos, left) -- Grasshopper Group,
Made their first million by ages: 24 and 25, respectively
Will you buy a new Macbook Air?
But people still want to get new Macbook Air in their hands if they have some bucks in their pockets. I am not the exception too. :)
Links are here...
http://www.apple.com/macbookair/
http://www.apple.com/jp/macbookair/
BB vs Angry Whopper
After the first clip was shared, Thai people were discussing if what the professor did was appropriated or not, the clip was real or fake. And ya 1 million views. Now clip 2
What do u think? (I'll reveal the conclusion of this viral campaign if it is successful or not later, maybe this week or week 4 becoz we'll have a class lecture about viral marketing on week 4)
Value beyond product?
I think some company carries out a campaign that has more value beyond the product itself. In this not-so-perfect-world, they were trying to contribute to society and touch the heart of the costumers with their campaign. To illustrate this theory I can give you some sample of product campaign.
1. Shiseido saw that Japanese women started to lose their identity. They colored their hair, tanned their skinned, tried to be like “foreigner” and look far from being an Asian especially Japanese woman. Shiseido launched Tsubaki shampoo and try to remind Japanese women that they are beautiful as they are. In each campaign they try to prove that being Japanese is beautiful.
2. Mastercard “Priceless” campaign with their slogan “There are something that money can’t buy. For something else use Mastercard”. The purpose of the campaign is to position MasterCard as a friendly credit card company as respond to the public's worry that everything is being commoditized and that people are becoming too materialistic as they see everything in terms of money.
I actually still have more samples, but it will be too long if we discussed here. Anyway, this is just my thought. So what do you think?
Consumer Perception on Bluetooth-Enabled Advertising
Leek, Sheena and Christodoulides, George "Next-Generation Mobile Marketing: How Young Consumers React to Biuetooth-Enabied Advertising", Journal or Advertising Reserach, March 2009
Through a survey conducted in the U.K., the authors conclude that majority of the consumers were willing to accept this form of advertising, they needed both to be in control of the frequency with which they receive messages and also to be reassured that the medium could ensure privacy and security. The research further indicated that peers influence the acceptance of Bluetooth-driven advertising. (See table below for survey results. )
More importantly, the authors outlines the value proposed by bluetooth-enabled advertising in comparision to other mobile communication technology as follows:
Since personalized content is the key for successful mobile communication, Bluetooth mobile technology offers marketers a unique opportunity to reach people in location-specific areas with rich content but without the cost and complexity of the mobile networks' SMS and MMS technology. Any user of a Bluetooth-enabled mobile device can instantly receive such rich content as video, graphics, text, sound, ringtones, wallpaper, and software.
New Gorillas in the Mist?
- As a lover of Anthropology (I even received my bachelors degree in the subject), I admit that I am both pleased and flabbergasted if market researchers are driving harder towards participant observation and ethnographic research.
- I love this idea because it means there might be a perfect job out there for me afterall.
- But I am a skeptic. In my experience, my majoring in Anthropology usually inspires a laugh or possibly a blank stare from people. In scientific research and in business, I have found that Anthropology's qualitative methods receive little respect. That's part of the reason I returned to business school!
- What is the appropriate mix of research methods?
- When the marketing researcher/ethnographer puts her suit and high heels back on and returns to the office, how did she present her findings in a convincing way? How do marketers translate their findings into business language that their CFOs and CEOs will understand?
Electronic money of Japan
More on Compound Annual Growth Rate (CAGR)
In other words, it is roughly an average rate that takes time value of money into consideration (coz it's compound, not simple) and smooths out all the ups and downs (as it's an average rate).
One practical tips to you guys on using CAGR would be it's not useable when your data exists a negative number! Imagine intuitively, what will be the growth rate for this year if last year's growth is negative?
Airlines Commercial Ads
The first example is ads by United Airlines with its slogan, 'It's time to fly'.
The second example is ads by American Airlines (AA) with its slogan, ' We know why we fly', which tries to emphasize on the importance of family and home.
The last example is ads by Air France with its slogan, 'One of the best places on earth', which simulates the seating on the airplane as nice beach chairs next to the beautiful pool.
Denim Therapy
I found a fun article about creative strategies for marketing “Denim Therapy”: a service that repairs jeans. Presented are four creative approaches you could take to this novel business: creating a blog buzz, using humor, using celebrity associations, or by going green.
In my opinion, using blogs is a great way to spread goodwill toward new products. The Internet is now at the forefront of fashion and culture, and it makes sense to market new trends and clothing products on popular fashion blogs.
Which choice do you think would work best for this business?
http://www.inc.com/magazine/20100301/how-to-revamp-your-marketing-plan.html
Business Plan and Excecutive Summary
It is better to know what executive summary is, and it connects to a business plan.
An executive summary is an overview. The purpose of an executive summary is to summarize the key points of a document clearly for its readers, saving them time and preparing them for the upcoming content.
In business, the most common use of an executive summary is as part of a business plan. The executive summary in a business plan serves the same purposes as an executive summary in any other document; in a business plan, an executive summary also has to entice the reader to read the rest of the business plan.
For this reason, the executive summary is often called the most important part of the business plan. If it doesn't do what it’s supposed to do, the business plan will be set aside unread. We should learn this for practically.
How simulation test help the market research?
Hereunder is the diagram supporting the simulation but I don`t know how effective it is for market research?
Thanks,
Little Felica Chip and Value Proposition
Wednesday, October 20, 2010
Coca Cola and Pepsi
Coca Cola and Pepsi are one of overlapping value proposition's examples that occur in soft drink market. Both of Coca Cola and Pepsi produce the similar product that have the same taste, look and price. Because of this, an important factor that can differentiate them separately is marketing such as product placement campaigns, branded entertainment, branded awareness; etc.
And this link shows the way how Coca Cola and Pepsi compete each other by using marketing;
http://abduzeedo.com/branding-slogan-wars-between-coke-and-pepsi
Tuesday, October 19, 2010
Asahi Breweries, LTD.
I agree with Asahi’s marketing stragegy because Japanese customers tend to choose famous industry’s products.
Monday, October 18, 2010
Is it a great finding? A mysterious ranking in Alexa
Yes, my favorite Kakaku.com is at 24 th, just 3 ranks behind giant Facebook in Japan.
It is interesting because the rankings are almost reasonable.... except a particular country.
That is South Korea. In top 10 ranking, there are 3 Chinese company; Baidu, QQ and Taobao.
I asked my Korean classmate whether it is correct. He said it's impossible because general Korean public people don' t read Chinese language at all.
http://www.alexa.com/topsites/countries/KR
The population of South Korea is 48million, and it is believed 1 million Chinese people are living in Korea. If the data was correct, the cyber space in Korea has been trespassed by someone else...
Test Drive the new Outlander from your dorm room
Sunday, October 17, 2010
a horror film?
When I first saw this advertisement in cinema, I thought it's a trailer of horror film. I think it's a very good advertisement, which may relate to the topic of customers' value proposition.
Saturday, October 16, 2010
Apple Ranked No. 1 in Tech Support, Customer Loyalty
Every time we think about high-technology equipment, I believe that Apple is the first, or at least the second, brand that comes to our mind.
iPhone, iPad, iPod, Mac Computer and other several well-known products and applications from Apple have been highly recognized in the world's market.
However, Apple is not just being good in making profits from their incredibly amazing products, they are also ranked as the No.1 company
who has the best Customer Loyalty.
Apple Ranked No. 1 in Tech Support, Customer Loyalty
If you access the link provided above, you would find an interesting article about Apple and their Customer Loyalty together with
other rankings that Apple has acquired the No.1 spot.
According to the article, I think Apple has successfully built their strong customer base. By executing their marketing plan derived from
value of customer, Apple will only keep having larger number of customers and earning higher profits.
Value Proposition
(http://www.ecommercetimes.com/story/49412.html)
Mechanical Post Card
Friday, October 15, 2010
DTAC - Believe in Adequacy
Some useful background: Cheap voice call was very booming in Thailand 4-5 years ago, we could make a voice call unlimited by paying one fix lumsum. Now, BB and Iphone take place, we can text as much as we want by paying one fix lumsum, so people stops using voice calling.
PS: At the end, it says "use your mobile phone adequately" in other words, "don't use it too much"
When the Old Meets the New - E-Marketing for A Historical Era
Naturally, there are many commercial websites promoting Sengoku goods, mainly souvenirs or other related products. Among the many that I have seen, Sengoku Dama (http://www.sengokudama.com/) seems to be the best-run from a marketing standpoint. Compared to other similar e-marketing efforts, Sengoku Dama differentiates itself by elevating from simple web distributor of products to become a cultural advocate aimed at promoting awareness for the Era.
For instance, the website publishes extensive online contents on the history itself, while also provideing information about various Sengoku-related events such as exhibitions and lectures (sometimes organized by the company) around Japan aimed at educating people about the history. In addition, it provides planning and consultancy service to localities that want to promote their connections to the era as means for increasing tourism, thus expanding its customer base beyond just Sengoku fans.
Value Proposition Model
This is an excellent picture though, and I look forward to discussing it in class with everyone.
MIT Media Lab project now in Bangladesh as www.cellbazaar.com
I would like to tell you about a country of wonder, Bangladesh! Having a small land area, the most densely populated country has got many problems but has tremendous opportunity, potentiality and success. Like others one of the success history is CellBazaar: www.cellbazaar.com. The project was initiated in the MIT Media Lab and now in Bangladesh. This is a sole patent on user-generated market information in Bangladesh which is Buying, Selling, Classifieds, and market information via mobile phone to 15 million Grameenphone subscribers. It Works on SMS, WAP and Web platforms.
What is it?CellBazaar is a virtual marketplace that allows buyers and sellers to connect with one another and buy and sell goods and services using their mobile phones. CellBazaar enables entrepreneurs and small businesses in Bangladesh to start and grow operations in a market that wouldn't otherwise be available in their local community, thereby creating jobs, stimulating the economy, and delivering products and services that improve the lives of millions of poor people.
The CellBazaar marketplace is available to more than 25 million people in Bangladesh, including farmers that use the service to sell their harvest at fair market prices and struggling students that find and connect with tutors. CellBazaar received the GSMA Global Mobile Award 2008, in the category of "Best Use of Mobile for Social & Economic Development" Manthan Award 2008 and many more. Please visit: http://corp.cellbazaar.com/awards.html
CellBazaar enables entrepreneurs and small businesses to provide products and services to millions of people in Bangladesh through a mobile phone-based electronic marketplace.
Omidyar Network was the investor for this project. Omidyar Network is a philanthropic investment firm dedicated to harnessing the power of markets to create opportunity for people to improve their lives. They invest in and help scale innovative organizations to catalyze economic, social, and political change.
eBay founder Pierre Omidyar and wife Pam established Omidyar Network based on their conviction that every person has the power to make a difference. Their work enables people to discover that power, improve their own lives, and make lasting contributions to their communities.
Kindle and Amazon's Marketing Practice
1. It is very light. Only 8.5 ounces, weighs less than a paperback.
2. It is very specialized for ebook reading.
3. It has very long battery life. It can last one month (four weeks) with single charging.
Thursday, October 14, 2010
Dear my beloved friend,
I am Ari Rangkuti From Indonesia, i want to introduce a nice article about "Marketing on the Internet" written by Pallab Paul and published in Journal of Consumer Marketing, vol. 13 no. 4 1996.
This article is nice reading to support us to have a good understanding about how marketing and Internet is a nice combination. This article provides us history of internet and how internet support marketing field. The author argues that utilizing the Internet as a marketing tool is something that businesses today must consider. On the other hand the Internet has many risks associated with its use, but it also has many benefits that may outweigh the threats.
Have a nice reading friend, i hope this article can help you guys..
Ari Rangkuti
Difference Between Spam and Email Marketing?
As I know, E-mail marketing (on the Internet) is now very popular with companies. E-mail marketing is reported as second only to search marketing as the most effective online marketing tactic. Then I think about my mail box, nearly 50% of my emails everyday is spam (as I thought), then I never access them. Then now, I wonder myself, is there any e-mail marketing that I carelessly categorized them as spam. As one normal customer, how can I differentiate between Spam and Email Marketing? For my case, if I don't understand the difference, my e-mail is most likely spam. Both email marketing and email spam are basically advertisements or messages that people would like to convey with others. Both are common on the internet and are often received by users with an email address. However, what draws the line between the two? Am I right to think that spam and email marketing are the same, the difference is just only that spam is the terminology used by the recipients; E-mail Marketing is an expression used by the senders?
To satisfy my curiosity, I read some websites and found one that may be also useful for you to answer this question. Please click this link to find some good information on email marketing that may give you more details on the differences.
Vinny Lingham 'eMarketing Channels'
Vinny Lingham is a successful E-Marketer, especially in the area of Search Engine marketing. As the CEO of Yola.com, Mr. Lingham runs a successful, start-up business venture. As we are taking E-Marketing class, I recommend you to watch this clip. He is a very good example of E-Marketer, and he may give some inspiration or some business idea to you.
Disconnect to Connect
Some says technology make life easy and connect people together, and even make this world smaller. Are we really connected? Althought, these technology, internet, web, iPad, 3G, and etc are useful and cool stuff. In business terms, it helps reduce cost, bring more customers. Sometimes, it blind our eye, and we might wanna put all these down on the table and go back to basic, consider what really matters. I'm saying everything has pros and cons. For technology, you're using it or it's using you. What do u think?
How one website creats value —— Alibaba.com
Old Marketing No Longer Working in Canada?
The link above is an interesting article talking about how Canadian customers moved their preference away from old school marketing.
Inbound marketing vs. outbound marketing is surely an interesting topic that would come up from many people's mind after reading the Hubspot case. Making cold cold is one of the example of the conventional outbound marketing. I remember the unpleasant experience of back in the old days when I was being cold called endlessly in the beautiful Sunday morning by the telemarkers like newpapers, life insurance, or credit card companies...etc. Seemingly the conventional outbound marketing practice does not work anymore in Canada because no Canadian likes to be bothered when they are enjoying the leisure time with family and friends...etc. And no one wants an undesired morning call during the weekends.
The author pointed out that the marketers cannot simply make Canadian customers to buy their products by the conventional marketing strategies. A more pursuative and convincing marketing approach must be developed.
In the past few years the new "inbound marketing" method has become a hot topic among the Canadian marketers and business owners. Inbound marketers think to make cold calls is not wise at all. Rather than to cold call to yell at Canadian customers, Canadian customers like to hear or see good reasons why they should buy from you contributed to the society and others through the media and internet. They now tend to be more careful when making the buying decision. They want to know if you are contributing to the environment or to the society, or if you are co-creating the value with them. Customers want to see how much you care and contribute, not how assertive and pushy you rise your tone when you are marketing your product. If that's the case, word-of-mouth or inbound marketing might be more effective to get customers' resonation.
However, since the "inbound marketing idea" is what Hubspot is selling, Hubspot is facing the problems that other outbound marketers have. It does not mean that outbound or old school marketing don't work anymore. In fact, each business, product or service has different need of different marketing methods, an in-depth analysis of the business is required when deciding what kind of marketing method is use, which means we need the "customized marketing strategy based on the individual needs of every business."
Wednesday, October 13, 2010
Random CVP discussion
Indian Premier League and Youtube
With a brand value currently estimated in excess of US$4.1bn (1), IPL is one of the largest sporting leagues in the world. Featuring international cricketing stars playing 59 matches over a 44 day tournament, its compelling combination of sporting action and Bollywood glamor has captured the imagination of Indian and international audiences alike.
India has a huge expatriate population living across different countries. Although many don't have access to cable television because of being constantly on the move, almost everybody has access to the internet due to most being part of the software industry. IPL organizers wanting to target this segment saw Internet as the best way to reach them. Also the fact that IPL has players from almost all cricketing nations across the world, internet seemed the perfect way for multi national companies to increase their brand visibility globally. Thus the IPL organizers in collaboration with Youtube broadcasted the entire 2010 tournament live on Youtube, a first for any sporting event.
The results? A staggering response from the fans. By the end of the tournament, YouTube was reporting 55.7 million channel views and 31.7 million Video on Demand views. With over 93,000 subscribers, the channel was rated as the "#1 Most Subscribed Channel (All Time) - India"(2). Fans from over 200 countries watched IPL 2010 on YouTube – India had the most views, with the United States in second place.
Sources:
(1) http://economictimes.indiatimes.com/news/news-by-industry/media/entertainment-/entertainment/IPL-brand-value-doubles-to-413-billion-Brand-Finance/articleshow/5713065.cms
(2) http://www.youtube.com/user/IPL