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Mumbai Indians, one of the biggest sports franchises, wanted to increase fan engagement and build a personal connection with its supporters. In collaboration with Gan.ai, Mumbai Indians launched a groundbreaking campaign featuring their all-round Australian cricket star Cameron Green.
They did this by sending personalized videos to every fan who commented on select Mumbai Indians Instagram posts to thank them for their unwavering support.
This is the first time ever that a sports team or brand has been able to have fans interact with their brand ambassador on a personal level through social media at scale. With over 150,000 fans engaging in real-time, this exercise is changing the ways brands interact with their audiences through social media.
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