sprite’s digital campaign on twitter during ipl 4

8/19/2019 Sprite’s Digital Campaign on Twitter During Ipl 4

1/9

SPRITE’S DIGITALCAMPAIGN

ON TWITTER DURING IPL 4

VIKAS ALLANG

PGDM VB

130


2/9

#CRIKWIT activates Sprite Fres!"!$ %$ "a&'ci' te

(!r")’s *irst t(eet cric+et t!&r'a,e't a,!' cric+et *a's !'

T(itter )&ri' IPL4 .

Sprite kick started 2011 by la!c"i!# $res"%l%#y as its !e& bra!d

ide%l%#y a!d &a!ted t% pr%'%te t"is a'%!# cricket $a!s dri!#

IPL(. )it" I!dia!s leapi!# $%r&ard i! t"eir ad%pti%! %$ !e&

'edia* "%ards %$ IPL cricket $a!s "a+e be#i! #etti!# t%#et"er %!t&itter t% discs t"eir $a+%rite #a'e. Sapie!tNitr% I!dia si'ply

le+era#ed t"is i!si#"t a!d "i,acked t&itter-s '%st p%plar

$!cti%! t"e "as" ta# t% i!spire a c%re #r%p %$ $res" t"i!ki!#

IPL $a!s a!d t"eir $%ll%&ers t% participate i! a! i!+e!ti+e #a'e %$/t&eet cricket t"r%#"%t IPL(. "e i!te#rated di#ital

ca'pai#! &as a! i!sta!t se!sati%! %! t&itter a!d &e!t %! t% &i!

a! I %! 2011* 'aki!# it %!e %$ t"e '%st sccess$l di#ital

ca'pai#!s $%r t"e bra!d.


3/9

COCA COLA INDIA PRI-ATE LIMITED

A4G A5DIN67 1892: years %ld y%!#* $res"

t"i!ki!# cr%&d acti+e %! di#itial 'edia.

;B64I6K)I tre!ded as a t%p t&itter tre!d• >64I6K)I reac"ed %+er 1*?3*203 t&itter strea's

• >64I6K)I a!d Pitc"9 I!+asi%! %&!ed 10.:@ %$ IPL(

t&itter c"atter


4/9

CAMPAIGN .ACKGROUND

• Cricket fans see advertisers / advertising asthe enemy during the IPL. Instead of thecricket extravaganza they look forward to,

they are bombarded with what they see asirritating brand !ro!aganda" that vies forcenter screen with their game.

• IPL#"s sky rocketing and rates and $ercebattleground for the %aded Indian Cricketfan"s attention !resented a tricky marketingchallenge & what could brand '!rite do()uts!end( )utshout( )r think fresh(


5/9

Bi# Idea >64I6K)I

'P*I+"' '+*-+ to connect with increasingly cynicalcricket fans during IPL# was to !ractice 0reshology,rather than talk about it. +his meant that s!rite wouldset out to do better than advertise 0reshology 1 it

would demonstrate and !rove its ideology to cricketfans, in a way that outsmarted the com!etition.

+hus was born 2C*IC34I+, the world"s $rst game oftweet5cricket" .

-ll that cricket fans on twitter needed to do was6. 7ake witty tweets about the day"s match

8. -dd 2C*IC34I+

9. et re5tweeted to score:


6/9

>64I6K)I 6AMPAIGN 65I;N

2C*IC34I+ was seamlessly integrated with another $rst of its kind!ro!erty, www.!itch5invasion.in , an online radio show launched by +he0ake IPL Player aka -nu!am 7ukher%ee. It was launched as the chance offresh thinking cricket fans to !it their wits against the cricket !o! guruson www.!itch5invasion.in .

4hile our social media s!ecialists mined IPL# twitter chatter to !ersonally

identify and invite to! tweeters to !lay 2C*IC34I+ across selectedcricket centric sites.

- twitter handle and 0acebook event !age were also kick started toanswer live ;ueries and give timely u!dates during game time.

+o! scorers were u!dated on www.s!rite.in and won !rizes for their freshthinking from s!rite.

'o rather than intruding on the IPL, 2C*IC34I+ delivered a 0reshology ,high ;uality, dee!ly engaging, $rst of its kind IPL# ex!erience 1 thatlaunched cricket fans as the su!erstars of yet another reinvention ofcricket itself. +his ins!ired them to write s!rite"s IPL# -


7/9

64I6K)I4-S 4VI)

'!rite"s advertising has always been about kicking !rototy!es and


8/9

>64I6K)I 4eslts

• 2C*IC34I+ launched as a to! +witter trend alongside2IPL#, I='PI*I= >?@ of !itch5invasion"s audience and to!IPL tweeters to !artici!ate.

•

Crickwitters generated on an average of 8A tweets and 8Bre5tweets vs. +witter"s 9 tweet/ re5tweet average D

• 2C*IC34I+ reached over 6,>9,8?9 +witter streams via EE?crickwitters, while P* generated with Pitch5Invasion

reached million others

• 2C*IC34I+ and Pitch5Invasion owned 6?.A@ of IPL# +witterchatter, delivering 8,??,AEF minutes of cricket 0reshologythrough out IPL#


9/9

>64I6K)I 6a'pai#! 6redits

Coca Cola India Pvt. Ltd.

4asim Gasir

sprite’s digital campaign on twitter during ipl 4

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