Dream11 Dreaming Big: Ropes in Global Social Media Influencer for its IPL Digital Campaign

Case Code: MKTG466 Case Length: 12 Pages Period: 2021 Pub Date: 2024 Teaching Note: Available

Price: Rs.400 Organization : Dream11 Fantasy Private Limited Industry :Leisure & Entertainment Countries : India Themes: Digital Marketing, Social Media Marketing, Advertising & Promotion,Marketing Communication

Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

In what was a first on Indian television, a global social media celebrity, Khabane Lame (Khaby), featured in an advertisement for Dream11 Fantasy Private Limited (Dream11), a popular fantasy sports platform, during the Indian Premier League (IPL) Season in 2021.

In line with the growing trend of using influencers for promotional campaigns, Dream11, the title sponsor for IPL 2021, sought to promote the platform through a global influencer in an advertisement featuring an Indian social media celebrity as well. Dream11, which was grappling with legal issues related to its business, aimed to achieve multiple objectives through its marketing campaigns using social media influencers. One of these was customer education while another was creating awareness about the new kind of platform.

The case study aims to help students understand the concept of Influencer Marketing and the challenges, advantages, and disadvantages of marketing using influencers. It is designed to provide students with an understanding of how companies select and use social media celebrities to influence consumers. The case also exposes the students to social media terminology.

Issues

The case is structured to achieve the following teaching objectives:

• To understand the factors responsible for the growth and challenges faced by online fantasy sports platforms in India.
• To understand how sports sponsorship deals could be beneficial for online platforms.
• To understand the basics of influencer marketing and the factors affecting the selection of influencers for a campaign.
• To understand the various advertising functions performed by influencers and the challenges faced by the companies in using influencer marketing.

Contents

Introduction
Online Fantasy Gaming Industry
A Note on IPL
A Note on Dream11
Controversies Surrounding Dream11
Dream11 Wins IPL Sponsorship
Khaby: The Influencer
Influencers Collaborate With Dream11
The Road Ahead
Exhibits

Keywords

Digital Marketing; Social Media Marketing; Online Marketing; Marketing Management; Influencer Marketing; Online fantasy sports platforms; Integrated Marketing Communications; Advertising;

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