PUMA SOCKTHEM

A DIVINE CRICKET WORLD CUP

THE CHALLENGE

PUMA partnered with India’s Bharat Army during the ICC World Cup to celebrate the largest Indian cricket fan gathering in Manchester. Supporters from all over the globe enjoyed an evening of entertainment as they commemorated 20 years of following Team India around the world.

As part of the Sockthem Campaign, PUMA India tasked us with creating and hosting a sponsor activation within the event, amplifying the campaign reach and providing artist liaison for their main act. All the action would also be captured to be shared online through the PUMA India social media channels.

WHAT WE DELIVERED

We developed and oversaw the PUMA Green Screen activation, where guests were given PUMA Sockthem merchandise to pose in front of a green screen. This image was superimposed onto a selection of branded cricket related campaign assets that were emailed to guests with a social call to action.

In addition, we were responsible for both artist management and artist logistics for Indian rapping sensation, Divine – who performed the official campaign song “Sockthem” live on the night.

THE OUTCOME

Our sponsor activation was well received by guests and achieved a 20% audience engagement.

As part of the ongoing PUMA India campaign taking place during the Cricket World Cup, the content captured was shown on their Instagram channel, reaching over 305k Indian fans.