The incredible success of our social media led campaign to garner fans and fanatic fans for CLUB Royal Challengers (both on the Website and Facebook pages), needs no further evidence; (see the graph below). The exponential, hockey-stick curve which is every social marketeer’s dream, has now come alive for us; and honestly is a treat to see the numbers leap, everyday. Team RCB has given a big helping hand, notching up 4 wins on the trot, and providing content ‘on-demand for the fans (smiling, singing, blogging whatever) and the traffic is just pouring in from around the world.

While industry pundits continue to wax eloquent about digital extensions to multi-crore advertising blockbusters (Tiger, ZooZoo et al.) and social media pundits mash-up and re-tweet the same, sterling examples such as Royal Challengers social-media powered website, fly completely below the radar.

Not a surprise, because traditional media has been given a ‘pass’ by fans who, instead, gorge on more exciting and original content churned out daily by Club RCB fans themselves on royalchallengers website . The crowd has taken over, and the website is now source of ‘original news, pictures and anecdotes’ for traditional media.

Instead of running gimmicky campaigns promising fans the world (and delivering peanuts), Team EC has carefully nurtured a small group of fanatic fans who are treated as esteemed guests of the Club. There is 2-way communication on several channels (including the coach). Several fans are now accredited and provided special access to players, post IPL parties, free-tickets to watch the match as group titled “Mighty 14”. We say this, because it is important for organizations to understand that the road to “engagement” does not often end by adding one new ‘fan’ on a facebook page - many a times it is just the beginning.

Coming back to the topic of “viral growth”, what we are seeing on Club RC is the result of 3-4 month long intense curation of content and profiles on site. We had the ‘core audience’ engaged and active long before the crowds arrived. A well-oiled machine was just more effective in converting casual visitors to fans.

Readers, we assure you that the journey does not end here. Whatever be the outcome of IPL 2010. Club RC is ready to raise the bar and take fan engagement to the next level.