Vijay Malaya’s IPL force Royal Challengers Bangalore has a unique microsite called WhiteMischiefBay.com with a lateral proposition. Instead of using the players of the team the microsite is dedicated to their cheerleaders who are known as the ‘Mischief Gals’. This is a clever way to promote White Mischief (a brand of vodka) and the cheerleaders. He website has minimal design elements that focus more on the cheerleaders. Here is a section-wise breakdown.

‘Dress up a Mischief Girl’ urges users to design a t-shirt for the Mischief Gals and they will be rewarded for the same. A select few designs will be printed and made into a t-shirt eventually.

‘Diary of a Mischief Girl’ wherein US cheerleader Rebecca Lee shares her experience in India and the IPL series in South Africa. This is good section and sure to attract readers (after all everybody like s cheerleader). But the blog / diary does not have any pictures of Rebecca Lee; so I am guessing it is not genuine.

The ‘Get Your Personal Cheerleader’ section lets users dress up a cheerleader. The regular sections include videos, wallpapers, screensavers, ringtones and news. The microsite even has a ‘Flirt with Mischief Girl’ contest wherein winners will get an all expense paid ticket to watch an RCB match in South Africa and party with the Mischief Gals!

I like the look and feel; but mainly the idea is stupendous. White Mischief surely takes a drift from cliché contests plus it is a great way to introduce the concept of cheerleading in India.