Creating a Riot
in the Sports Fashion Arena

Riot – Integrated Communications

The Situation

Riot is a youth apparel brand owned by Suditi Industries that provides casual, fashionable clothing for men and women.
In 2014, they had just acquired the license for the most enviable brand in the football space- FIFA. With the sport gaining popularity amongst India’s youth, they knew they were sitting on a goldmine. But they needed to create the right buzz around the news.

What We Did

With an always-on target audience, we knew that we couldn’t limit ourselves to a basic PR outreach campaign. So a 360 degree approach was created, where we strategically associated with key partners from print, radio, TV, online, and on ground to take Riot’s football creds to the right audience.

We kicked off with print, where news of the deal was announced in financial publications and magazines like Economic Times, Hindu Business Line and Retailer Magazine. This was followed by an exclusive unveiling of the products to the media fraternity through a select sampling exercise.

Then we moved into the world of strategic partnerships. First up, we associated with Sony Six, India’s premiere sports entertainment channel, for their “My Moment of Glory” contest, as their merchandise partner. Participants had to share their #momentofglory from the weekend on Sony Six’s Facebook and Twitter pages, and the best entries were given merchandise from Riot. The best part- Riot was tagged in all posts and tweets as the gifting partner.

Our tryst with TV didn’t end there. We joined hands with IBN Lokmat’s ‘Sports Times’ show for an engaging FIFA contest, where the lucky winners were given gift vouchers from Riot. This was carried forward into the world of Radio as well, as the same contest was played on 92.7 Big FM. Here, winners were given vouchers for riotjeans.com, thus diverting traffic to the brand website. In both cases, we managed to push for clear brand mentions, thus garnering enough ears and eyeballs for the brand.

In the digital space, we bagged an exclusive tie up with Stylerug.net, one of the most popular online portals for men’s fashion, which helped us divert traffic to Riot’s website and Facebook page. Finally, to close the loop, we did a host of on-ground associations. We handpicked select few restaurants frequented by Mumbai’s youth, like Rockville, WTF, and Rude Lounge, and distributed Riot vouchers amongst the crowd to create awareness about the brand. In addition to this, we also wanted to target the youth at work. So we got a stall at the corporate office of Reliance India Ltd., where the employees were offered flat 40 % discount on FIFA merchandise.

The Results

Our 360 degree efforts led to the Riot brand getting covered in key press, along with significant buzz being created around the FIFA association. We were part of key product centric columns, along with all major corporate and brand trend stories. Further, as a result of the strategically planned partnerships with different popular platforms, we managed to ride on their massive subscriber bases and also divert traffic to Riot’s owned platforms.

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