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MRF’s Mobile App Brought Second Screen Experience For ICC World Cup

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MRF LOGOmMRF’s passion for sports is seen through its involvement in cricket, racing, karting, rallying and various other sport events. One of most wealthiest and active sponsors of modern era. Their support and commitment towards sports is highly appraisal. MRF’s rallying team has won the prestigious FIA Asia Pacific Rally Championship twice and even in international championships, MRF karting tyres homologated by FIA, is the preferred choice. MRF is one of the world’s leading manufactures of tries and allied rubber products. MRF was Global Partner for ICC Cricket World Cup. MRF is well known for its association with the sport, the most successful Pace Foundation Academy  – an institute known for finding fast bowling talent for the country. The new MRF’s Mobile App was launched for their support to the ICC Cricket World Cup, to experience the joy of all the live action of all the events. MRF and ICC saw India’s largest tyre manufacturing company launch its first TVC around the World Cup. The ad showcases the hopes of millions of Indians riding on the cricketer to retain the trophy. The ad rolls over the iconic song, “Saare Jahan se Achcha”. The ad ends with a shot of the bus’ tyres (MRF) and the words, “There’s a lot riding on us.”

About MRF

Madras Rubber Factory Limited (abbreviated as MRF) is a private-sector company, which is the largest manufacturer of tyres in India. The MRF story is a truly inspirational. They started as a rubber balloon factory with a funding of Rs.14, 000 way back in the 1940’s is now a multimillionaire company that produces quality tyres used all around India & internationally, MRF even quite popular and successful in paints & coats, toys, motorsports and cricket training.

ICC Cricket World Cup 2015

The 11th Cricket World Cup, it was jointly hosted by Australia and New Zealand. Fourteen teams took part in this mega event from 14 February to 29 March 2015, played 49 matches in 14 venues. Team India was defending their crown, so much was at stake. Cricket being religion in our country of billion peoples. Team India led by super cool and our very own captain cool Mahendra Singh Dhoni spurned surprise with seven straight wins without any star power young team. India lost to Australia in semi-final, South Africa lost to New Zealand in other semi-final clash. In the Final of ICC Cricket World Cup 2015 Australia beat New Zealand to win their 5th World Cup. Martin Guptill finished the tournament with highest runs scorer with 547 runs. Mitchell Starc and Trent Boult finished the tournament with joint highest wickets takers with 22 wickets each. The Player of the Tournament was Mitchell Starc.

MRF’s Mobile App

MRF invited their brand ambassador and cricketing god Sachin Ramesh Tendulkar to launch the real time mobile app – “Ride Along” with great fanfare. MRF took risk to experiment with the engagement of this app, along with capitalizing the opportunity of streamline campaigning. So much of confusions and questions but only few answers to the branded app. Many others app were their to show scorecard, live scores and commentary, but MRF’s app was beyond our thinking. MRF’s App gives chance to cheer and applaud for the players when they hit century, or pray for Team India when their losing wickets or match, with thousands of others. Today’s fans are always connected to social media networks and chatting messengers. So this App was made to give every fan the opportunity to chat with others and connect socially with world.

Ride Along – Real Time Content

This app launches on your mobile as if you are watching the game live. The home screen lists details of the games that are in action or about to happen. Click any of the games that are in action and we will receive ball by ball updates of the match. Click on the menu button on the top left and we will see the features like schedule, standings, how to ride the app and the ways to engage with the app are listed.

The card gallery at bottom of the app has many features like Memes, Trivia, Stats, Quiz, Polls, Cheer and Prediction Cards. The Below Visual Example  gives quick look of Cards.

MRF - Ride Along

All features embedded on the app are simple and easy to understand and use. This app shows key moments of the match, the prediction, the cheers in a creative way. Even we can share the cards on social media. Check the below picture on Whab’s stunning spell against Australia or celebrating Dhoni’s 100 wins as Captain.
Ride Along With MRF
Besides all these visuals are shared real time, while watching match we can share witty and creative visuals with our friends and community. All features like memes, trivia, cards received good results while sharing online. Even the users stand to win free vouchers by using this app. The user activities helps to score more. The more user uses the app for sharing, interacting or engaging, the user gonna win free vouchers. Even the app crossed 6000 signups in third week from launch. Quite a good response to the app.
MRF Tyres Social Media Channels promoted the “Ride Along” app amazingly through Facebook and Twitter. They showcased memes, trivia, polls and cards.
Conclusion
This time ICC Cricket World Cup saw a very low level of support and commitment from fans to sponsors, due to corruption and fixing charges. But we need to thank MRF for their support. But fans wanted more from this app such as good content on real time. The idea was good to make an app, but to expect the fans to download this app for month was not up to the mark or standard. Even Star Sports joined to support Team India by hash tag #Wontgiveitback and special package of Mauka Mauka ad series which was quite popular.
Image Credits: MRF Tyres, MRF Twitter account
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