NEW DELHI: Cashing in on the IPL fever beginning to grip the country, the leading Asian mobile media company Affle has tied up with Samsung Mobile to launch ‘The Cricket Hub’ – a mobile marketing campaign for Samsung’s new Omnia W phone.

As part of this campaign, Affle has created a branded mobile cricket destination (m.thecrickethub.com) on which cricket fans can access unprecedented and unique cricket content delivered within an innovative Samsung Omnia W Windows Phone experience.

The content is being created exclusively by Affle and its partners and includes various off-the-field facts, trivia, news bites, live score and exciting contests.

The user experience is designed such that users when accessing ‘The Cricket Hub’ will experience it in Samsung Windows interface highlighting key product features of the Windows style design, which includes User Interface being built on the “Live Tiles” concept.

Affle regional director, business development Sankalp Mehrotra said: “With the launch of The Cricket Hub, we are confident of creating, nurturing and sustaining an interesting platform for all cricket fans by offering them an inside view of an exciting off-the-field cricket action. What’s even more interesting is that through this launch we have ushered into an era of creating custom branded content properties for top advertisers on the mobile platform. Given the significant growth happening for mobile content consumption, we expect a lot more advertisers to leverage the branded content route to build consumer engagement going forward.”

The Cricket Hub will customise content delivery to highlight key product features. The integration of concepts like “Spotlight”, “My Hub”, “Avatar Stories”, “Live Score”, “Leadboard” and blending of the Windows experience with sticky content are some of the salient features of the platform, which will encourage users to engage with the brand in a simulated environment.

Samsung India vice president Asim Warsi said, “Mobile has become a key medium of consumption for consumers to meet their information and entertainment needs, hence it is an important platform for us to engage with them using this platform. We saw Cricket Hub as an appropriate medium to give our unique Window’s Phone experience and exciting cricket content on the user’s mobile. "