Pro Kabaddi Break
Hacking into the U.S. sports market via NFL commercials breaks
Professional Kabaddi, an Indian schoolyard sport with a two-thousand-year-old history, has caught fire in popularity. So much so that television viewership for the new pro league has rivaled cricket viewership in India.
Kabaddi Break, a state-of-the-art sports viewing experience, syncs Pro Kabaddi matches to Primetime NFL commercial breaks, allowing the league to piggyback the NFL's popularity into the American mainstream.
Game Break
MY ROLE:
UX Designer Prototype Designer
THE CHALLENGE:
With a saturated U.S. sports market, which includes professional sports leagues and dozens of amateur leagues, introducing the U.S. consumer to a foreign sport presents a major challenge.
How can Pro Kabaddi access the American consumer in such a competitive market?
THE OPPORTUNITY:
While football remains extremely popular in the states, telecasts are long and riddled with commercial breaks. So many in fact, that two whole Kabaddi matches can air within the breaks, presenting an opportunity to speak directly to a captive and receptive audience.
THE SOLUTION:
By syncing to and broadcasting matches during commercial breaks of major American sports telecasts, Pro Kabaddi puts itself in front of a susceptible captive audience. The viewing experience is frictionless, educational, and nondisruptive to the NFL game.
Design Objectives
Frictionless
Solution: Push notifications are sent to consumers at the start of each commercial break and provide instant access to any Kabaddi match.
Reduce friction to capture new viewers
Teach the Rules
Teach fans the rules required to love the game
Solution: In-match rules and vocabulary lessons
Respect the fandom
Ensure a fan doesn't miss a single snap of NFL coverage
Solution: In-app reminders of resuming NFL action
THE CAMPAIGN:
