Every brand wants to have a digital presence today; and what is the first thing they do? Create a Facebook page. What majority of brands fail to realise is that there is another social platform (read Twitter) that is much more dynamic and interactive than Facebook. Pepsi has spotted this phenomenon and how! The brand has exploited Twitter like never before to create conversation around its sponsored sports property Indian Premier League (IPL).
exchange4media takes a look at how Pepsi is playing the digital game this IPL season...
Twitter is an integral part of Pepsi IPL 2013. With variety of applications and features, Pepsi is aiming to make the tournament an unprecedented interactive experience for the fans. With this aggressive push, Pepsi is looking at building a strong Twitter community. Right now the brand has around 33,107 Twitter followers.
Jack in the Box has executed the social media campaign for Pepsi’s IPL initiatives this year.
The ‘Pepsi Tweet20’ is an interesting social campaign that allows fans to play shots online through Twitter, and win an exclusive chance to watch the game from the Pepsi VIP Box – an attractive spot at the cricket stadium.
The ‘batweeting’ game called ‘Pepsi Tweet20’ was initially launched during the ICC World Twenty20 last year, when Pepsi was one of the global sponsors. Tweet20 is a Twitter application hosted on the property microsite. For every type of ball that is tweeted by the Pepsi India Twitter handle, players need to tweet the right shot.
For more details about this particular game application, check out this video
The Team Hashtag Battle
On the Live ‘Match Centre’, there are hashtags for both teams playing. As the teams fight it out, their fans can indulge in a battle of hashtags to ensure that their favourite team triumphs on the popularity front. The ‘Match Centre’ has a Live Tweet Counter that keeps rolling as people tweet anything related to the match or Pepsi IPL 2013.
With both these activities, Pepsi is not only giving its fans a platform to engage but also is trying to give them a live experience with which they can play the sport virtually and cheer for their favourite teams on ground.
IPL’s social activity gives Pepsi extra mileage
Twitter has created a new Discover Page for IPL. The page curates tweets from a list created by Twitter India. It displays Twitter profiles grouped under several categories such as IPL leadership, IPL team owners, IPL partners, IPL teams and the players’ Twitter accounts to be followed. This feature gives easy access to tweeple who are looking for IPL related updates.
With Twitter’s initiative, Pepsi is getting an extra visibility. The additional social space is ensuring due attention and mileage.
Integration with television
Twitter features on the Pepsi IPL 2013 website such as Tweet Counter and Team Hashtag Battle are being integrated with the television production. Real-time data stream is being used and tweets are flashed on the TV screen during the live telecast of the matches.
Other social platforms not completely forgotten
Apart from Twitter, Pepsi is undertaking special Google Plus Hangout sessions that generate post match conversations. YouTube has made the experience of watching IPL more social with the ability to chat live and has also integrated Google Plus.
Facebook is also being interestingly used by Pepsi. The brand is pushing its Facebook fan base to come on Twitter. Also, Facebook is being used to sign up fans and encourage participation in various other activities. The most active brands on Facebook will also be featured on IPL official website as ‘IPL ka Boss’. The brand currently has 4.4 million fans on its official Facebook page.
To know more about this feature, check out the video
We won’t be wrong in saying that Pepsi has in the true sense understood the power of social, more specifically Twitter in creating thundering noise. Pepsi India will definitely create a large social community for its IPL property and more importantly, Brand Pepsi with these initiatives. However, it will be interesting to see how it sustains the momentum throughout the IPL season.