Star extends marketing campaign for Champions Trophy to the digital realm

MUMBAI: Star Sports has launched a digital campaign to engage cricket fans on-line for the on-going ICC Champions Trophy 2013. An extension of the main marketing campaign, this digital initiative is built around the main promotional theme - ‘Zor Lagao, Champions Banao‘. The channel has launched a microsite inviting people to show support for their favourite team and wish them all the best for ICC Champions Trophy 2013. Select cheers or entries with most views or shares online will be aired on-air during the pre/post programming show ‘Cricket Live‘.

Cricket aficionados can cheer for their favourite team using the CheerCam application which allows them to express their feelings in as expressive a way as possible. The more different one‘s cheer is, the more traction he or she will generate in the digital universe. The CheerCam application aggregates cheers across different social platforms like Facebook Posts, Likes, Shares, Tweets etc.

Users can also share their cheers on their individual Facebook walls, invite their friends to participate and also tweet about it. The campaign will have extensions of the "Zor Lagao" theme on the Facebook page -, where fans can go and record/upload/share/write their cheers for their country. On Twitter, fans can cheer for their teams using the twitter hash-tag #ZorLagao.

ESPN Software India COO Vijay Rajput said, "The campaign is based on the powerful insight that there is a symbiotic relationship between a spectator/fan & a player and that the spectator is as much part of the game as the player. The idea here is to inspire fans to support their favourite team who further gain strength when millions of fans express their support in the most vociferous way. We believe that fans should do their part - "Zor Lagao" and fervently hope that their favourite team comes back victorious from the ICC Champions Trophy 2013 - "Champions Banao."

This campaign will have on-air support on the entire Star network. As had been reported earlier by Star Cricket and Star Cricket HD will showcase all the 15 matches of the event with English commentary while STAR Sports 2 will showcase all matches with Hindi commentary. Besides, the sports broadcaster will also showcase four of the six kick-off matches live before the start of the main tournament. India takes on Sri Lanka on 1 June while India Australia kick-off match is scheduled for 4 June.

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