Project details
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How it works:
Mumbai Indians, one of the most popular IPL teams, launched an interactive WhatsApp experience to bring fans closer to the game than ever before. Using the WhatsApp Business API, they created a dedicated chatbot that offered fans match updates, exclusive content, trivia games, polls, and behind-the-scenes access—all from the comfort of their favorite messaging app. It turned passive viewers into active participants, keeping them engaged before, during, and after each match.
Fans could start chatting with the Mumbai Indians bot by scanning a QR code or clicking a direct link shared on social media or match broadcasts. Once inside the chat, users received real-time score updates, player stats, curated videos, and personalized messages. The bot also included gamified features like predictions and contests that rewarded fans with digital badges and team merchandise. This blended entertainment, information, and interactivity into a seamless fan experience that felt fresh, personal, and rewarding.
Our challange:
Mumbai Indians were already a fan-favorite team, but traditional engagement channels—like TV broadcasts and social media—were one-way and impersonal. The challenge was to build a direct, two-way connection with fans that could deliver real-time engagement at scale, especially during live matches. They needed a platform that was instant, interactive, and immersive, capable of reaching millions of fans while still feeling personal and exclusive.
What kind of content did fans receive via WhatsApp ?
Fans received match-day alerts, score updates, player stats, behind-the-scenes videos, and voice notes from players. The content felt exclusive and helped build a stronger emotional bond with the team.
How did the chatbot keep fans engaged between matches ?
The bot shared trivia questions, match predictions, quizzes, and polls even when no game was on. This consistent engagement kept the excitement alive and built loyalty over the entire season.
Was the WhatsApp experience interactive or one-sided ?
It was highly interactive. Fans could ask questions, make predictions, vote in polls, and even send shout-outs to the team. This two-way interaction made fans feel seen and valued.
Did the chatbot offer anything during live matches ?
Yes! During matches, the bot delivered real-time scores, wicket alerts, player milestones, and match highlights. It was like having a personalized commentary track in your pocket.
How easy was it for fans to join the experience ?
Extremely simple. Fans just had to click a link or scan a QR code to start chatting—no app downloads or logins. It worked smoothly on any smartphone with WhatsApp installed.
Did this initiative help Mumbai Indians grow their fan base ?
Absolutely. The campaign brought in millions of new WhatsApp subscribers, many from non-metro cities. It extended the team’s reach beyond the stadium and into fans’ daily lives.
Achievement:
Through this WhatsApp initiative, Mumbai Indians recorded over 5 million fan interactions in one season, with engagement rates far surpassing those on traditional social media platforms. The chatbot helped boost fan retention, content reach, and emotional connection, making every fan feel like an insider. It also opened up new monetization opportunities through merchandise promotions and partner content. By using WhatsApp as a digital stadium, Mumbai Indians set a new standard for how sports teams can engage fans in the mobile-first era.