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Skyscanner Buys The Title On JioStar’s Prediction Game

Ad Tribe! Bureau2 min read
A boarding pass and a cricket ball, as halftone cutouts, for Skyscanner sponsoring JioStar’s Jeeto Dhan Dhana Dhan

Skyscanner has become title sponsor of Jeeto Dhan Dhana Dhan, JioStar's fan engagement contest. It runs through India's five-match T20I series against the West Indies.

  • Sponsor: Skyscanner, in the title position
  • Property: Jeeto Dhan Dhana Dhan, on JioHotstar
  • Where to find it: the Jeeto tab on JioHotstar
  • What viewers do: live predictions and trivia tied to the match as it happens
  • Prize: Skyscanner travel vouchers worth up to INR 1,000, on every matchday of the series
  • Duration: across each game of the five-match T20I series against the West Indies

Why Skyscanner Is Buying A Game Rather Than A Spot

Because a travel search brand has a timing problem that a thirty-second spot cannot solve. Nobody books a flight because they saw an ad during an over; they book when they have decided to travel, which could be any week of the year.

A prediction game changes the ask. It swaps a message for an interaction, and the only thing it needs from a viewer is attention they are already giving the screen, which is a far cheaper thing to request than intent.

What The Voucher Is Doing

Buying a first search. A voucher worth up to INR 1,000 is immaterial against the price of a flight, which means it is not a discount, it is a reason to open the app once and leave an account behind.

That is the whole mechanic. The prize is the acquisition cost, the series is the window, and the number worth asking JioStar for afterwards is not impressions but how many of those accounts came back.

The Part Worth Reading Twice

The inventory here is second-screen behaviour on the same screen. JioHotstar is asking a viewer to leave the live video for a tab inside the same app, which is a format television could never offer and which makes the engagement measurable in a way a mid-innings spot is not.

More on the company at skyscanner.co.in. More brands.

#fan engagement#sports sponsorship india#travel tech india
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