In an interesting implementation of mobile marketing through content, mobile messaging and advertising company, Affle, has launched a co-branded cricket focused site, for Samsung, ‘The Cricket Hub‘, in a bid to promote the company’s Windows Phone device, Omnia W.
While the hub is essentially what the company was offering through its mobile magazine ‘Dressing Room’, which was launched in April 2011, except for the contest and the live scores section, which have been added, it has been designed following the Metro User Interface of Windows Phone.
The cricket hub is currently available through mobile web browsers on m.thecrickethub.com and provides news and stories pertaining to off-the-field facts and incidents, trivia, cricket and cricket players gossip, locker room chats, dressing room action, player quotes and off-the-field incidents as well as live cricket scores and contest.
Our Take: The mobile site which has been designed keeping Windows Phone’s metro interface in mind, features various tiles dedicated to various sections such as My Hub, Spotlight, Live Score, Avatar Stories, Contest and Leader board. My Hub offers information on various cricket players including Mahendra Singh Dhoni, Sachin Tendulkar, Rahul Dravid and many others.
This information includes a mix of in-house content developed by Affle and their partners and information aggregated from the cricketer’s official Twitter accounts (if any) and Bing search queries. Other sections like Spotlight offers regular cricket developments and Live Scores provides live scores of ongoing cricket matches.
Apart from content, the mobile site also provides an option to buy Omnia W, however what’s interesting though is that the site links out to Flipkart’s Omnia W listing rather than Samsung’s own online store, which was launched recently. It’s interesting how Affle has developed a content destination focused on cricket, which is a sure shot formula to grab eyeballs in India, to promote a phone, using interface elements exclusive to it.
Other Affle Developments: In July 2011, Affle had tied up with a mobile and web instant messaging aggregator eBuddy, to gain exclusive rights to sell eBuddy’s mobile advertising inventory in India. This deal enabled advertisers on Affle’s network to reach out to users of eBuddy’s messaging app on various mobile platforms including iOS, Android, Java and mobile web app. Following that, the company had raised more than Rs 50 crore in funding from Japanese mobile advertising firm, D2 Communications in October 2011. Affle had stated that it intends to utilise the funding for consolidation of product development efforts, launch in newer markets and further strengthen its business in existing Asian markets.