What’s exciting advertisers about Disney+ Hotstar’s branded content solutions on live sports

Live sports are an advertiser’s dream and always have been, for the highly engaged audiences tuning in from all over the country. Tournaments like IPL 2020, are especially attractive to advertisers. Last year, for instance, cricket fans’ palpable excitement translated into exciting numbers; the opening game of the IPL 2020 – played between Chennai Super Kings and Mumbai Indians – saw 8.7 million concurrent viewers on Disney+ Hotstar!

Success strategy for brands

Advertisers looking to win live sports needn’t look further than Disney+ Hotstar full suite of innovative branded content solutions. Brands can pick and choose the formats that work best for their marketing goals to reach a sharply targeted, involved audience with their brand story. 

Here’s a look at what advertisers can expect from Disney+ Hotstar’s branded content offering: 

Native content integration on IPL 2021

With this format, advertisers can opt for an exclusive, custom content segment in addition to leveraging the sheer scale of the IPL 2020. This option is most definitely for brands looking to be viewed as IPL partners.

Advertisers looking to relay their brand stories within Disney+Hotstar’s stream can do so during the pre-game or mid-innings break of a IPL 2021 game. Each segment is carefully constructed, keeping the brand’s creative and business brief in mind. 

Brands can rest assured; Disney+ Hotstar develops finer nuances such as deeper storytelling, an association of brand philosophy with cricket, and amplified graphic integrations delivered match-on-match. Overall, they drive a high TOMR (Top Of Mind Recall) for the brand.

 This format allows for branding opportunities such as:  

• Title slate branding: Brands get their logo presence on segment packaging
• Anchor mentions: A verbal mention of the brand by the anchor to drive deeper association
• Brand message mention: Here, the brand’s tagline and core message will be integrated in the segment script for deeper storytelling
• Aston bands: Brands get more visibility through graphic integrations

Short- and long-form bespoke content solutions

This solution leverages Disney+ Hotstar’s significant access to the best, most well-known faces in cricket, as well as the platform’s organic reach during live sports. The clips featuring cricket influencers are placed on the branded tray of the sports segment. 

Communicating a brand’s story leveraging cricket as a passion point drives higher relatability and recall for brands. Further, these short clips are placed on impact segments on live streams, as well as enjoy prime discoverability within the sports ecosystem on the Disney+ Hotstar.

Here’s a quick look at Disney+ Hotstar’s custom solution for Khatabook. The brand wanted to drive greater brand awareness among its audience. Disney+ Hotstar created custom videos for Khatabook featuring Irfan Pathan and Ashish Nehra; for both videos, Disney+ Hotstar created an end-to-end solution complete with ideation, scripting and right up to execution. 

Influencer marketing

Advertisers can leverage the power of the biggest faces in sports to help drive positive impact for their brands. The platform provides turn-key solutions – from signing on the most relevant names in cricket, creative development of content, right up to a robust deployment strategy and a strong support off-platform plan.

 Using cricket influencers along with the power of targeting on live cricket helps give brand campaigns a heightened relevance.

Take Good Gamer, for instance. Disney+ Hotstar brought in Kuldeep Yadav to persuade audiences to sign up on the fantasy and true e-sports gaming app. With this, Good Gamer generated great recall and relevance, with Disney+ Hotstar’s effective influencer marketing solutions.

Catch up content

Disney+ Hotstar’s viewers watch cricket 24×7! With this option, brands can enjoy an enhanced presence and greater message association within IPL 2021, thanks to key moment-linked match compile videos.

 These segments offer branding opportunities such as top and tail branding and squeeze-ups, giving the brand logo and messaging the desired prominence.

With a whole host of branded content opportunities available, advertisers can easily reach the involved audiences they dream of, in any corner of the country. It’s obvious, then, why advertisers can’t afford to ignore live sports in their marketing campaigns, especially on Disney+ Hotstar!