Hippo’s Indian Food League

Ride on the popularity of IPL to showcase Hippo as a preferred snack

Objective

Instead of saying that today’s match is between Delhi and Punjab, IFL calls it Papdi Chaat Vs Aloo Paratha.

Playing on the food specialities of the various Indian states during the IPL, and creating a contest around it, IFL campaign is designed to leverage on the cricket frenzy as well as the love for snacks.

The approach

The brand designed a microsite for this campaign and has associated a contest with the same.

The microsite allows you to log in via Twitter or Facebook.

Once you have authenticated yourself, you land up in a colourful site http://www.hippofighthunger.com/ifl/

Hippo has named the teams in IPL like Pav Bhaji for Mumbai, Masala Dosa for Bangalore, Dal Bati for Rajasthan, etc.

Besides this Hippo gives you a chance to win a Hippo Bean Bag if you can be funny and witty like it’s colourful site. (This follows the GRATIFICATION rule of FB)

The platforms used

The IFL campaign is not only tempting but aligns with the objective – to bask in the glory of IPL and make its place as the preferred snack.

When compared to the other campaigns that are all trying the catch eyeballs of fans during the ongoing IPL, Hippo stands out in style. Not only is it simple but it also connect with fans.

Results