IPL 2021: Watch Rajasthan Royals (RR) most viewed Youtube video, Rahul Tewatia vs Shane Warne ‘Hit the Ball’ challenge : In the Indian Premier League (2020), teams had upped their social media game due to the COVID-19 pandemic which had forced them to play without fans. The franchises have reported phenomenal growth across various social media platforms. Rajasthan Royals (RR) on Tuesday revealed that they saw a 136% rise on Youtube which was the third highest number of video views among all IPL teams. Their most watched video was Rahul Tewatia vs Shane Warne in ‘Hit the Ball’ challenge in training which garnered 2.8 Million views and counting. A special and deserving mention goes to the leg-spin lessons from Imran Tahir to Riyan Parag after the CSKvRR game.
The Royals digital team came up with several properties to keep our fans engaged and informed – we like to call it ‘Infotainment’. The Royals Podcast, The Thinktank & ‘Mind Body & Soul’ webinars gave a glimpse of what the players were doing and going through during their quarantine. In addition to that, fans stood a chance to win cool Royals merchandise by playing the ‘Royal Games’ on our website in April & May.
“We were all overjoyed when the BCCI announced that the IPL would be staged in the UAE. We knew the Royals Family were itching to get together, albeit in a bubble. Before the season got underway, our fans got a glimpse of life in the bubble and even the painstaking Covid-19 tests our boys had to undergo, thrice a week. Each of their training sessions & drills were covered with both long-form as well as short, snackable videos. After each game, our digital crew were allowed in the dressing room to capture all the raw emotions irrespective of the result of the match,” its official statement said.
While the players had Dubai, Sharjah & Abu Dhabi as their playgrounds, the Royals digital team had Twitter. “With 350 Million video views through the season, RR justified the video-first strategy right through the year, whether it be the focus on quality long-form pieces, or quirky, entertaining snackable videos. Our content, on the whole, generated over 1.6Bn impressions on social media, as we reached more fans than ever before,” RR said.
Linked to that was our launch on Sharechat, one of India’s fastest-growing social media apps. We became the first IPL team to launch on the platform, and crossed 300K fans during the season, with that number over half a million now. In all, we added over 1.1Mn fans to our social media following during IPL 2020.
Rajasthan Royals Chief Operating Office, Jake Lush McCrum has always believed that digital media has a key role to play in communication strategy and is excited with the results in 2020. “I was delighted to see the results our digital team achieved over the last 6 months with a strong video-first strategy. We maximised the reach for our partners, creating high quality, engaging content, while ensuring our fans were as close to the action as possible. To secure the third-highest video views among all sports teams and leagues in the world in September, beating the likes of Premier League, NBA and Formula 1 teams is an incredible achievement. Furthermore, our Twitter content was voted the best in the IPL as we looked to differentiate our voice and focus on quality over quantity, with entertainment being the key pillar.”
With the IPL just a few months away, Rajasthan Royals will look to build on the momentum and keep the fans engaged in 2021 as well. “We will continue to build on the last season, ensuring our fans have a personalised experience on the app and various platforms, enabling maximum engagement. We will continue to innovate so that we differentiate our content and activations from all other IPL teams and sports teams around the world.”