How we helped ECL with creating organic buzz ahead & during the tourney

Objective

• Build Pre-Tourney Hype by utilizing practice moments that happen behind the scenes, engaging in banters on site, and embracing a raw, unfiltered energy.

• Draw virality by blending creator culture, controversy, and community storytelling

• Establish a fan connection through viral content and relatable narratives, alongside polished official promotions.

• Build a decentralized distribution that could thrive beyond the official ECL handles, ensuring scalability and algorithm-resilience.

Strategy

Early-Stage Hype

Practice-bombing: Released short clips featuring playful banter and intense practice drills, spotlighting the trending online personalities including Elvish Yadav, Love Kataria, and Fukra Insaan; to tap into their existing fan communities and ride the ongoing Bigg Boss buzz for instant traction.

“Build in public” from a fan POV: Instead of a brand voice, we used authentic, behind-the-scenes edits, giving fans a sense of insider access.

Cadence & Controversy

Doubling cadence: Once the tournament began, our content velocity doubled. The strategy was to flood feeds; overwhelming the core audience with ECL fandom content. The consistent barrage of engaging edits led to the formation of a cult-like digital fanbase.

Controversy taps: We tactically leaned into player controversies, not just reacting but milking them with creative storytelling and edits. This spiked retention and accelerated community discussion ahead of the finals, giving us earned virality.

Multi-Channel Network

Fan-page network: Established 10–12 micro-pages that each reposted the main edits with subtle tweaks (new captions, varied thumbnails) to avoid duplication flags.

Results