Vodafone unveils Fan Cam/Photo campaign

Cricket fans would agree that there is no better experience than watching a match live in a stadium. The energy, excitement and the anxiety leaves you with a memory that you would cherish for the rest of your life. Recently leading cellular operator, Vodafone India decided to capture this memorable moment for all such cricket fans and marry it with social media to enable people to share this memory with all their friends.

The company launched an incredible 360 degree interactive, ‘Fan Photo’ which not only captures the in-stadium energy and excitement, but also allows people to tag themselves and share this with all their friends. Vodafone has launched a new application based on augmented reality, “The Vodafone Fan Cam/Photo” as a part of their ongoing IPL 6 campaign.

The main objective of this campaign centres around interactivity, personalization and putting a human face on the digital experience.   The latest app comes on the heels of their  Superfan initiative which was launched in April 2013 . It encouraged fans to watch the match from the hospitality stand, get a Vodafone kit, and appear live on TV while taking the signed match ball from the winning captain.  The Vodafone Fan Cam/Photo  cements the brands association with the ongoing IPL tournament.

Speaking to Adgully about the campaign and the brief given by the client, Unny Radhakrishnan, Head of Digital - South Asia, Maxus Global said, “Though the exercise started quite a while ago, the brief was to basically create something that engages all the fans during IPL. This season, IPL sessions are quite crucial for Vodafone, hence innovation plays a vital role in the entire marketing process. With this we wanted to create a first of its kind initiative and I guess we succeeded too.”

This social activation allows fans at key matches to revisit the entire match day experience on https://vodafone.fancam.com the next day. The website allows you to tag yourself via your Facebook account, and also tag the friends you went with. The whole experience is very immersive and seeks to help one relive the match digitally. Apart from social tagging, you can win Vodafone merchandise, and invite other Facebook friends to experience how the entire match was seen from your eyes.

Says Radhakrishnan, “Obviously the idea took a lot of brain storming and hence it’s execution grabbed so many eye balls. This is an entire digital engagement activity that we are focusing on and today a small thing can become viral once it is social.”

Sharing his comments on the Fan Cam/Photo campaign, Basant Dhawan, General Manager Vodafone said , "The Vodafone fancam activity is part of our promise to give fans a fantastic digital experience. We wanted to highlight how fans are central to cricket with an interesting, unique digital experience."

The new  in-stadia digital activation gives a panoramic view of the stadium for selected matches where the user can search for themselves, tag them and then share it on their Twitter and Facebook profiles.

The app is live and the first match uploaded is the one between Mumbai Indians vs. Rajasthan Royals played at Wankhede Stadium on May 15th 2013.
This is again a pioneering digital experience that Vodafone and Maxus are working on to create a fantastic in-stadia fan experience.
Application Features:

· A fan can place his/her image using the ‘Wish You Were Here?’ tab and the app will add their face among the crowd.
· The tab, ‘Send a Free Postcard’ where the fan can place his/her image in the frame and share it with friends and family.
· The third tab is a ‘Find & Win’ where one has to search for the Zoozoo among the audience. The hint is the music that plays in the background, “The louder the music the closer are you to finding the Zoozoo”
· The fans also have the option to Share, Tag, Invite Friends and also view tagged friends on the left hand corner of the screen.
In the virtual space this initiative by Vodafone India takes an in-stadia experience to a new level. The unique concept has been well designed and in keeping with Vodafone India’s focus on entertainment it is entertaining as well as interactive.
Vodafone India has always been known for their entertaining advertisements in their promotional endeavours . In keeping with  the brand’s promotional strategy they are unique and refreshing and hence never fail to impact audiences .