Scaler Joins Forces with Disney+ Hotstar for WTC 2023 Finals
- ByStartupStory | June 6, 2023
This collaboration marks the foray of the ed-tech platform into the realm of ‘Super Bowl’ marketing, a powerful strategy known for instantly connecting brands with their desired audiences. This move signifies a departure from the platform’s traditional below-the-line (BTL) approach, which concentrated on specialized tactics, channels, and avenues.
Tech education startup Scaler has recently revealed its collaboration with the popular online video streaming platform Disney+ Hotstar as the official partner for the highly anticipated World Test Championship (WTC) final between India and Australia taking place from June 7th to 11th, 2023.
According to the press release, the edtech startup intends to generate approximately 50 million cumulative impressions (as the campaign will be broadcast multiple times throughout the event) through this partnership. The primary objective is to promote the edtech’s latest brand film, which emphasizes the importance of self-motivation among working professionals in their ambitious quest for skill-oriented career advancement.
Scaler has attributed its successful performance to its below-the-line (BTL) strategy, which involves utilizing channels such as OTT, YouTube, social media engagement activities, and collaborating on content across various genres and regions. The company emphasized that while it is expanding its reach to major sporting events like cricket for broader coverage, its partnership with an OTT platform and app aligns with the preference of young aspiring tech enthusiasts and working professionals.
In the past, the brand has joined forces with Disney+ Hotstar as an associate sponsor to enhance its marketing campaign during the Asia Cup.
“We are delighted to announce our strategic partnership with Disney+ Hotstar for the much-anticipated Final between India and Australia. This collaboration marks a pivotal step in Scaler’s evolving brand-marketing journey as we move beyond the safe harbour of our minimal investment for a maximum-impact approach. Our goal is to enhance visibility for the brand by aligning with niche sporting events that reach our desired demographic,” says Rahul Karthikeyan, chief marketing officer, Scaler and InterviewBit.
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