Background
U Cypher, is India’s first of its kind multi-game multi-platform e-sports championship. Structured as a league with 6 teams and 84 players. The battle arena consists four games, Counter Strike: GO and DOTA 2 on PC, Tekken 7 on PS4 and Real Cricket 2017 on mobile.
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%.
DEVISING A RITUAL FOR THE TRIBE
The learnings further, supplemented the marketing efforts and with the macro focus of supplementing this tribal behaviour a ritual was crafted in the form of a signature move - ‘Do The Cypher’
This signature move became an integral part of the show, with the anchors, hosts, captains and even the players demonstrating the action. It was also showcased in the micro-moment content pieces further extending it to digital. This then led to an activity allowing a chance for fans to showcase their love by recreating the move, stimulating conversations & relevant reach across platforms.
CREATING A STIMULUS FOR THE CORE
Capturing data signals & sentiments were clear indicators of how the community gravitated towards everyone who shared their passion.
Thus, tapping into the fanbase of popular internet celebrity VJ Hoezaay, who also happens to be an avid gamer himself, we co-created a video which highlighted the typical behaviour of Indian Counter Strike players. The video packaged in Hoezaay’s quirky-style stimulated conversations from fans across platforms. Further it accommodated the team captains from the U Cypher universe.
- 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