Digital interactive agency Webchutney has added a creative spin to ESPN-STAR Sports’ digital marketing for the upcoming Airtel Champions League Twenty20 (ACL T20) tournament with the launch of a new contest – ‘Commentweeter’.
Commenting on ESPN-STAR Sports’ digital marketing strategy for the series, Nirmal Dayani, Senior Director – Marketing, ESPN Software India Pvt Ltd, said, “Cricket is inherently social, and there’s no better platform to target millions of fans where they’re already active. We’re proud to have Webchutney on board to lead our social media initiatives. Commentweeter is the first in a series of varied interactive executions lined up and we are confident of Webchutney’s potential to deliver fantastic campaigns to generate buzz for ACL T20.”
Speaking on the partnership, Sidharth Rao, CEO, Webchutney, said, “The recent explosion in India’s social media landscape has added a dynamic angle to sports marketing, as we witnessed over 8 million fans following the IPL 2010 series live on YouTube earlier this year. We are thrilled to partner with ESPN-STAR Sports, who is keen to provide innovative digital content that is crowd-sourced and collaborative, and that’s exactly how digital works.”
So, what exactly is Commentweeter? Nirmal explained, “ It’s a unique concept where cricket-crazy fans battle each other on Twitter to win an all-expense paid trip to South Africa, watch the matches live, dine with their cricket icons, interact with broadcasting commentators/ legends and tweet their experiences to their followers.”
“The Official Commentweeter Hunt shares the excitement around ACL T20 and induces the TG to participate, create interesting content and share it within their social networks and of course win too,” Rao added.
Participants need to enter a 135-character tweet on the site about why they can be the Official Commentweeter. The aim is to gather as many votes on their tweet as they can to increase chances of winning. All participants can share their Commentweeter profile with friends on Facebook, Twitter or via email.
“We’ve got more action for fans rooting for their favourite teams, along with a viral campaign in the pipeline. Our Facebook and Twitter accounts are already abuzz with conversations, discussions and anticipation about the forthcoming series, which promises to create mayhem and provide inimitable entertainment until the World Cup begins in 2011,” Dayani concluded.