PUMA's Approach to Content Creation on Digital : Cricket Studio

PUMA, a global sport lifestyle brand with presence across the globe has come up with PUMA Cricket Studio a 5-episode series featuring two of the best and most entertaining cricketers in each episode. Puma’s brand mission – to be the most desirable and sustainable Sport-lifestyle brand in the world – reflects in this endeavour.

As it moves to consolidate its position in sportswear in India, Puma has cleverly blended two things - Indian passion for cricket and the IPL fever which has currently gripped the subcontinent - with Cricket Studio.  Let’s take a closer look at PUMA Cricket Studio from the point of view of content creation on digital and delivery for the social and digital media:

Timing

The 5-episode series featuring two of the best and most entertaining cricketers in each episode will be held at PUMA stores in key cities every week during the IPL. At a time when T20 cricket has got everyone interested and either glued to their television sets or lining up outside stadiums across India, the timing is perfect.

Who’s starring?

PUMA Cricket Studio was launched with two among the biggest names in cricket, Yuvraj Singh and Adam Gilchrist, on April 6th at the PUMA Store in Aundh, Pune.

PUMA Cricket, a brand which promises to blend performance with an inspiring attitude to turn every game into a spectacle has many achievers as brand ambassadors, Yuvraj Singh, Brendon McCullum, Luke Wright, Matthew Wade, Aaron Finch,Manoj Tiwary are a few.

The face of the brand has many contours and hues with cricketers from some of the best teams in the world and with that the interest in PUMA Cricket Studio is bound to increase simply because you know some of the best talent will be featured in each episode.

The Fun Element

Puma Cricket Studio has a no holds barred, lively format -  a different approach considering the regular stiff necked, straight-jacketed approach brands often adopt. More importantly, in keeping with the essence of IPL which essentially is fast, fresh and unpredictable.

It is in fact great to watch your favourite cricketers bowl each other over with irreverent questions about their teammates and even imitate each other. Add to that some lively banter and cricketing nuggets and you have the recipe for interesting content!

Duration

The Yuvi Gilly episode airing on YouTube is short and engaging, not brief and skimming the surface or long and over the top. The duration is just right to keep people interested and asking for more from the next episode.

Execution

How is Puma getting the word out on its Cricket Studio?  The unique and exclusive video content will be made available on the brand’s YouTube and social media channels after each event.

Check out its Facebook page for updates and Twitter for snippets and conversations. Join Tweeple as they engage with cricketers and IPL teams about the nitty gritty of the game with Tweets that ask, "What do you mean by the term "He bowled a shooter?” to test your cricketing fundamentals.

The Yuvi Gilly episode is already live on YouTube. You can watch it online, " target="_blank">here.

Shooting episodes at Puma stores across 5 cities takes care of the offline impact factor of the campaign. As people take pride in an IPL match in their city, the glam quotient just doubles with the cricket studio being the Puma store in your city.

To wrap this up, the Puma Cricket Studio reflects and consolidates the 4 elements of PUMA Vision – fair, honest, positive and creative.  Putting cricketers together in conversation in a fun format has upped the creative quotient. From PUMA City in Boston during the Volvo Ocean Race North American stopover to Usain Bolt’s ‘Who Faster?’ campaign in Berlin during the World Championships in 2009, Puma has taken its association with major sporting events forward with the IPL, 2013. 

Well timed, witty and warm the Puma Cricket Studio strikes the right chord in terms of content, delivery and engagement.