Sachin Tendulkar and his team have come out with an exciting campaign – “Players become Friends” – in order to enable close interaction among players and the cricket fans through the digital space. The fans will get the opportunity to view personalized videos of the Mumbai Indian players and they can send their messages to the cricketers through the fan page of Mumbai Indians, MIPaltan. All the star players of Mumbai Indians including Sachin Tendulkar, Harbhagan Singh, Rohit Sharma and Lasith Malinga have provided their personalized videos for the fans. While Sachin Tendulkar shares the very special moments of his entire cricketing career, Ambati Rayudu and Lasith Malinga are sharing their experiences as members of Mumbai Indians team. The campaign is expected to be highly exciting and memorable for the cricket fans.
This campaign is not for just viewing the videos of the players. The purpose is a dialogue between the players and the fans. Facebook is very popular among the Indians as a social networking venue and more than 40% of mobile phone users access Facebook through mobile web browsers and SMS. Those who are using handsets that have a dedicated button for Facebook can access the site by a single touch. In low cost handsets also dedicated Facebook buttons are provided.
Accessibility to Facebook from mobile can be through an app also. The users can download the app from the app stores such as iTunes, Android Market, BlackBerry World and Nokia Store. Those who do not have a Facebook button on their mobile phone can also access the site through SMS, MMS, Mobile Web Browser or IVR.