With less than a week left for the finale of Vivo IPL, international media intelligence company Meltwater has tracked the marketing campaigns from April 1 to May 18. Like always, it saw the usual suspects such as telecom providers and handset brands making the most noise on social media.
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Vivo’s #PerfectFan contest received the highest mentions of 74.29K on social media since the start of April. This was followed by Amazon India’s Chonkpur Cheetahs (13.49K), Godrej Appliances’ Godrej Heavy Duty Performer (5.85K), Goibibo’s Go Cash with Mumbai Indians (4.77K) and Kingfisher’s Indian Prank League (3.07K).
Meltwater analysed Vivo’s Twitter handle which saw over 130 tweets by them around their #PerfectFan contest. It was promoted by Star Sports channel.
Amazon released 12 videos on their YouTube Channel. Their video titled ‘Chonkpur Cheetahs vs Samaan ka List’ had over 23 million views. Their sub-contest #AjnabiShaharKiGoogly alone received 7,043 mentions on April 19. The campaign posts had a reach of over 317.2 million.
In case of Godrej Appliances, the agency saw 350 tweets from their handle around #HeavyDutyPerformance contest. The campaign posts had a reach of over 25.8 million.
For Kingfisher’s Indian Prank League, the brand came out with a series of video commercials featuring players from all the teams pulling pranks on their teammates. The video from their dressing rooms garnered over 696K views. The posts about the campaign had a reach of over 242.1 million.
The Goibibo campaign starring actress Deepika Padukone and Mumbai Indian cricketers asks users to keep their Goibibo app on during every Mumbai Indians match and earn goCash whenever the team scores boundaries or take wickets. This goCash can be used to book hotels, flights and other travel services. Its YouTube video received over 32K views.
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