Case study

FanCode used Fire TV ads to drive 20X user growth during the cricket series between the West Indies and India

Fancode logo

FanCode, owned by Dream Sports, is a digital sports destination that provides a personalised experience for their audience across sports content, commerce and communities. FanCode offers interactive livestreaming, shopping for athletic merchandise and fast interactive live scores for matches with in-depth live commentary. In April 2021, FanCode acquired the media rights for both broadcasting and streaming for the West Indies cricket team.1 With the Indian national cricket team touring the West Indies in July and August 2022, it provided an opportunity for FanCode to reach new audiences.

Engaging sports enthusiasts with Fire TV

Per a study from Broadcast Audience Research Council in India from 2022, 83% of sports viewership happens on televisions.2 Fire TV devices let customers stream a wide selection of sports, movies, and TV shows, using popular apps and channels including live TV, Alexa Skills and more, for a cinema-like experience at home.

FanCode and Amazon Ads teams identified Fire TV ads as a solution to reach these sports enthusiasts, with the creative messaging designed to promote a fan-first campaign featuring popular Indian celebrities like Ravi Shastri and Ashish Chanchlani for the cricket series between the West Indies and India. The creative showcased the two men discussing their experience of watching cricket with match statistics on FanCode.

This creative also helped FanCode educate viewers about customising their match experience and encouraged them to watch live matches on FanCode. The brand used one-day takeovers of the high-impact first slide of the Feature Rotator ad slot during the first match of both One Day International and T20 series to maximise their reach.

These campaigns were followed by campaigns to sports viewers on second and third slides of the Feature Rotator ad slot, using in-line banners and Sponsored Tiles to drive app installs. Once customers clicked on the ads, they were taken to a screen that prompted them to download the app, if it was not already installed.

Driving user acquisition and engagement

FanCode campaigns using Fire TV ads delivered 16 million impressions during the entire series with a video completion rate of 49%, which was aligned with Amazon Fire TV Ads benchmarks,3 and an above-benchmark click-through rate of 1.23%.4 FanCode also observed ~65K downloads of their app on a single day, with more than 94K installations of the FanCode app on Fire TV devices during the 14-day tour.5 FanCode also witnessed an increase of 7X in user engagement on Fire TV devices after the campaign.6*

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With sports fans’ preference for viewing sports on the big screen in their homes, we wanted to ensure that the India tour of the West Indies is accessible on smart TVs. To that effect, Fire TV proved critical in amplifying reach to the right audience, engaging them with an immersive ad format resulting in benchmark-exceeding click-throughs, and driving them to become loyal FanCode subscribers.

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– Tanuj Nandurkar, AVP of digital marketing, FanCode

1 The Economic Times, IN, 2021
2 Exchange4Media, IN, 2022
3 Amazon internal data, IN, 2022
4 Advertiser-provided data, IN, 2022
5 Amazon internal data, IN, 2022
6 Amazon internal data, IN, 2022
* A similar campaign by an OTT advertiser saw 10X user growth and 12X growth in app installs.