Red Digital engages the Mumbai Indians fan page with viral activities such as trivia, games, polls, promos and contests; keeping them abreast of the latest happenings in the world of cricket and personal lives of their favrouite cricketers. All activities on the page are aimed at creating an emotional and personal connect with cricket fanatics on the Mumbai Indians fan page.
Mumbai Indians has over 3 times the number of fans compared to its closest competitior – Chennai Superkings with 7.25 lakh fans on its unofficial fanpage and about 35,000 fans on its official fan page. Chennai is followed by Kolkata Knight Riders and Royal Challengers Bangalore with 5.7 lakhs and 5.05 lakh fans respectively. Other teams who participated in the CLT20 did not seem to have any significant presence on social media.
According to a recent survey by Nielsen, Social networking is taking up almost 22.7% of time spent on the web. Facebook has more than 800 million users and collectively they spend more than 700 billion minutes per month on the site. Twitter has over 145 million registered users with 90 million tweets each day. Leveraging this social media fervor, Red Digital helped Mumbai Indians gather the most amount of support across social media platforms (14.62%) during IPL-4 according to a report by NM Incite.
With almost 2.2 million fans on Facebook, Mumbai Indians is by far the biggest sports brand and sports team page in India. It has seen a 118% growth in fan numbers in the last 6 months and is the 112th biggest brand page on Facebook globally. Mumbai Indians is also ranked number 27 among all professional sports team pages globally, ahead of teams such as New York Knicks, Chicago Bears, Dallas Mavericks, Philadelphia Eagles, Manchester City and the New Zealand All Blacks.
Matching steps with their pulsating spirit, Harsh Jain, Founder & Managing Director, Red Digital, said, “We are honored to be the preferred social media partner for the Mumbai Indians. Red Digital has provided and executed the strategy of integrating social media with gaming for deeper fan engagement on the digital space, leading to this massive accumulation of 2.2 million fans in only 18 months. Red Digital’s work on social media has been exemplary till date and we are now targeting the 3 million mark by IPL 5.”