When speculation was rife that Virender Sehwag would wear spectacles on the field while batting in the second test between India and Australia, fans and cricket enthusiasts started discussing the idea of Viru and his spectacles. Within 24 hours of the news coming in media, Maxus ideated, conceptualised and created a campaign called ‘SpecXYViru’. The objective of the campaign was to create a conversation around this topic.
When Sehwag started to bat, there was a contextual message around spectacles going live along with the match. Simultaneously, a Twitter campaign started with the hashtag #specxyviru before Sehwag came to bat and was already trending before his batting. Although, Sehwag was out within 30 minutes, the topic was trending as more and more people started joining the conversation.
The hashtag trended for 23 hours after Sehwag was out. The campaign reached to 20,000+ Twitter accounts, leading to a social reach of 4 lakh plus audiences. Titan Eye Plus Twitter followers increased by 30 per cent in 60 minutes, adding 2 followers almost every minute!
On the evangelised brand presence, Karthik Nagarajan, National Director, Social Media, GroupM said, “In Twitter, every hour is a campaign and the beauty of the Titan Eye Plus #Specxyviru idea was that it was very contextual and social, which is needed to generate conversations. The fact that this topic was trending after 23 hours of our stopping the campaign is a big achievement.”
Titan Eye Plus campaign shows how brands could ideate and enhance their user base on social media through interactive engagement and sentiment capitalisation.