How Motorola dominated the IPL 2017 conversation off the field

A look at how the smartphone brand engaged with cricket fans on twitter by sponsoring the Rising Pune Supergiant team

e4m by exchange4media Staff
Updated: Jul 19, 2017 7:49 AM

A Twitter campaign to cement Motorola’s image was announced from April 5 to May 21, 2017 in which the smartphone maker tied up with Rising Pune Supergiant (Team RPS) during the IPL, 2017. In the 45-day event, Motorola’s 14 First Views established its association with Team RPS and owned nearly 33% of Share Of Voice. Overall, this Motorola campaign on Twitter for IPL garnered 76M impressions, 5.8Million video views and 46% view rate. Motorola received 11% growth in follower base as a result of these initiatives and generated over 115K conversations during the course of the IPL for #MotoRPS.

The brand wanted to expand their field presence and strengthen brand association by partnering with the mega cricket event in India -- the Indian Premiere League (IPL). Seeing that 93% active Twitter users in India are interested in cricket according to Twitter internal data, the brand turned to Twitter to promote their partnership with RPS as a principal sponsor.

The campaigns objective was to establish the Moto-RPS association on Twitter, drive engagement on the newly launched Moto G5 family and highlight Motorola's tech supremacy on the platform. They wanted IPL to be just a click way when it came to the scores, schedule, team and everything fans needed to know.

Motorola booked two weeks’ worth of video everyday with 14 First Views as part of its campaign. A First View is essentially a 24-hour takeover of the prime real estate property on Twitter, and this meant that they owned the first video ad that every cricket fan would see on Twitter every day for two weeks during the IPL season.

These First View videos were synced with all the league matches of their Team RPS and featured a series off quirky and fun-filled videos, showcasing a different and lighter side of Moto RPS players. The videos positioned the players and Motorola being on the same point when it comes to shooting, performing, assisting and capturing while using the new Motorola smartphone.

Motorola co-created APAC's ‘first Twitter campaign powered by ❤s.’ The brand worked with Twitter to send personalised Team Pune GIFs, videos and images to every supporter who ‘liked’ their tweets over the course of the IPL. A video featuring top RPS players encouraged people to express their support by hitting the heart icon which garnered over 10,000 ❤s. In addition, the brand reinforced its support for Team RPS with a special emoji on Twitter that would activate when people tweeted #MotoRPS.

They launched a role play quiz for IPL fans with personalized Direct Messages on Twitter, taking the public engagement to the individual level. Fans were asked to message @Moto_IND to find out which Rising Pune Supergiant player they were like and be surprised by the quiz results.

They also enabled fans to set retweet reminders for all Rising Pune Supergiant matches on Twitter. Fans could simply retweet Motorola’s scheduler tweets to receive alerts an hour before every RPS match.

With Rising Pune Supergiant reaching the IPL finals and up against Mumbai Indians, Motorola further introduced a unique integration that allowed fans to change their profile picture to support Team Pune with a simple retweet of Motorola’s tweets. Fans could tweet #motoRPS to @Moto_IND to change their profile picture and show support for Team RPS.

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