Meltwater: IPL 2018, April 20-May 3- Vodafone, Vivo and others hustling social media

Looking at brand engagements which made all the noise on the social media, especially Twitter, during IPL, according to data from international media intelligence company, Meltwater

e4m by exchange4media Staff
Updated: May 7, 2018 8:57 AM

According to the data collected by the international media intelligence company Meltwater. the time frame between April 20 and May 3 saw telecom providers and handset brands making the most noise in the social media especially Twitter.

Vodafone leveraged the IPL fever and launched one of its most loved assets Zoo Zoos. As a result one of its episodes (‘relaxing massage’) saw wide-scale engagement on Twitter, followed by YouTube. On the latter alone it received 21 million views. While on Twitter it is few of the trending hashtags were ‘Vodafone,’ ‘Zoozoos,’ ‘relaxing massage,’ ‘My Vodafone App’ and ‘stressed.’

Its competitor Airtel witnessed most traction for its competition on T20 Season Pass on Twitter. The trending themes were Airtel India Page, #T20onAirtel4G, Airtel and T20 Season Pass. Advertisements around the same campaign got the telecom provider into trouble last month when Reliance Jio claimed that they "falsely proclaim" that Airtel was offering "live and free" access to T20 cricket coverage and also "falsely represented that a subscriber need only obtain a 4G sim from the defendant company and download the Airtel TV app to obtain a virtual season pass, that is live and free access to T20 coverage". Hence Bharti Airtel carried a disclaimer that under its 'live and free access offer', only subscription to video streaming platform Hotstar would be free and data charges according to the subscriber's plan would apply.

The social media activity of Vivo in association with Star Sports #VIVOPerfectFan + caught the attention of IPL fans as it got around 2000 mentions on Twitter alone. The engagement gave them a chance to win Vivo smartphone by tweeting their favorite team along with the reason on why they are the perfect fan.

Its Korean competitor Samsung, on the other hand, leveraged the T20 league to launch its handset Samsung Galaxy J2. More than the handset its feature Samsung Mall dominated the social media chatter as it lets users shop by clicking a picture of the desired product leading to results for the item across popular e-commerce platforms. The major platforms were Twitter followed by Instagram, YouTube, forums and Facebook.

The launch of the latest Nokia 7 Plus and Nokia 8 Sirocco were also trending as they were recently made available for purchase. They were unveiled globally in March and went for pre-orders in the country last month. The trending themes were mostly Nokia, Nokia 7 Plus and Nokia 8 Sirocco. Twitter dominated Nokia India conversations around the Nokia 7 Plus and Nokia 8 Sirocco, however Instagram and YouTube saw some activity as well.

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