Starting with the India-Pakistan game Twitter began putting together a list of top advertisers who have used Twitter as a platform. Using an aggregate of Retweets, Favourites and Replies, the social networking site has created an Advertising Index. Over the past month, some brands have maintained their positioning, and strengthened their campaign. These brands have been trending for over a month now. exchange4media takes you through the top social media brand campaigns this cricketing season.
Star Sports India's #MaukaMauka campaign has been consistently trending for over four weeks. Like previous weeks there was the lead up video for the upcoming game as well as a follow up revealed at the end of the game. This time around Star Sports asked users to Tweet to them with the hashtag #MaukaMauka to reveal the ad on Twitter before it got revealed on TV. The ad itself was on how an Indian win could help Pakistan progress to the last eight. They also continued to provide commentary on the games itself which ensured that people kept engaging with them through the week too.
Alto K 10 is one of the many auto brands trying to connect with its audience during #CWC15. With a creative spin on their brand tagline ‘Chase Life’ Alto has engaged the Indian cricket fan under its #Chase campaigns across the hashtags #ChaseCricket and #ChaseMaster. They ran a popular #SorrySIr contest where they invited people to Tweet them with funny ideas for ways to skip college/office on match days. Using topical caricatures, contests and celebrating the team’s victory with fans – Alto K 10 got people to send them their selfies in blue to show support to the team - #Chasefie.
Axis Bank went after cricketing rituals when they asked fans to tag a friend who has a unique way of cheering for India. The hashtag used was #SuperFanRitual. Drawing on the knowledge that Cricket is big in India and the level of fanfare that exists for the game and the national team, Axis Bank has been able to use this insight to great effect by inviting people to share their rituals. They’ve been able to sustain engagement by continuing activity on Twitter beyond just Match Days to having an “Always-On Strategy”.
KitKat India has been driving conversations for a few weeks with its casual banter on Twitter with its counterparts in South Africa @KitKatSa. The flags of the two teams were overlaid on KitKat chocolate bars and tweeps loved the interaction between the two accounts. This also was the most retweeted tweet this past week.
Club Mahindra has been finding creative ways to integrate stories from their resorts into the larger Cricket conversation on Twitter. Twitter saw them jump into Non-India matches as well. When New Zealand defeated England, they drew parallels between scenic locations in New Zealand with one of their locations here in India. Users loved the connection and they were rewarded with high levels of engagement.
Lays climbed the charts by exciting cricket fans with the hashtags - #LaysKePlays and #TicketKaGame. Both represent a contest and the winners of each will be given the opportunity to watch the finals of the #CWC15 live in Australia. Lay India is asking people to tweet with the hasthtag #TicketKaGame to reveal what the contest was going to be. #LaysKePlays asked users to Reply to the handle with creative uses of Cricket lingo and make it relevant to Lays.
HDFC Life is continuing to engage users around their hashtag #MyTeamMyPride. The brand is asking people to predict outcomes, scores and other details of the game to win prizes up for grabs. The hashtag has found a way of rallying fans as well as giving a boost to their campaign.
Dairy Milk India was also able to find a great balance between running a contest and exciting cricket fans around their #FansofJoy hashtag as well. For the contest, they asked people questions about the game to test cricket knowledge of their followers. Apart from this #FansOfJoy moments were also prominently shared across national dailies.
Castrol Cricket entered with the hashtag - #ClingOnToTheCup. They asked people to Tweet to them with their pictures and they would put those pictures up on the boundaries display boards during the Cricket World Cup games. People really got behind the idea which is essentially another way of becoming a part of the live cricket experience.