#Cwc15 TweetBook

CWC TweetsTHE

#CWC15 TWEETBOOK

THE #CWC15 TWEET BOOK IS A COLLECTION OF BRAND TWEETS THAT CREATED THE MOST ENGAGEMENT WITH

FANS DURING THE WORLD CUP

WHILE THE EXAMPLES ARE FROM BRANDS ACROSS BUSINESS SEGMENTS THEY ARE ALL UNITED BY A

COMMON OBJECTIVE OF ENGAGING WITH A CRICKET FAN DURING SUCH AN EVENT

INTRODUCTION

STAR SPORTS

#MAUKAMAUKA

What started off as an Ad on TV before the India Vs Pakistan match - went on to become one of the most memorable hashtags (#MaukaMauka) this

Mauka - translated, is ‘Opportunity’ in Hindi. The campaign was based on statistical insights - e.g. Pakistan has never beaten India in a CWC match. The central character has a box full of crackers that he wants to burst when Pakistan wins - the ‘Mauka’! The campaign follows similar ‘Mauka’s’ over the tournament.

The weekly cadence of the Ads helped build user expectation and kept the conversation going for Star Sports.

FLOCK TO EXPLODE

Building on the #MaukaMauka storyline - Star Sports asked people to tweet back at them with #IndWins - The more people tweeted the more they filled up this virtual box of fireworks.

GAME SCHEDULE

For a live sporting event that l a s ted 6 weeks - knowing which match was being played when and where couldn’t have been easier.

All you needed to do was tweet to @StarSportsIndia with #WontGiveItBack to get a digital schedule on your phones.

#WONTGIVEITBACK

Nothing rallies fans like Team India. Star Sports showed this CWC that they understood their user well. Here is an example of a campaign around how each team member was another reason why we #WontGIveItBack

CLUB MAHINDRACLUB MAHINDRA

REAL TIME REACTIONS

Club Mahindra had one of the most unique tones this CWC. Working with a great art team they had amazing responses to live moments on the ground. Users loved the rendition.

BRANDED CONVERSATION STARTERS

How can someone in the hospitality vertical possibly have a conversation with a cricket fan? Club Mahindra showed us how.

LIVE ART

On the day of the Semi Finals they asked people to share how they were watching the match and had their art team draw up an instant tweet with a rendition of that moment for their fan

NIKE

#BLEEDBLUE - LEVERAGING INFLUENCERS

Nike is a sports brand that has always been strongly associated with sportsters. To build on this expertise credential this CWC they leveraged influencers to great effect.

#BLEEDBLUE - PAINT TWITTER BLUE

When India moved to the quarter finals, Nike wanted to paint Twitter Blue for a day!

We asked fans to retweet this image - Enough Retweets and we turn all timelines blue!!

#BleedBlue

#BLEEDBLUE - FAN STORIES

Relevance - Show fans that true #BleedBlue stories come from amidst them. These tweets were a part of a larger One Billion Strong #BleedBlue campaign that rallied the fans of the team

ALTO K10

TOPICAL CARICATURES

AltoK10 is a youthful brand. True to this their communication style was also very youthful and fun this CWC. They used fun toons to comment on topical situations.

CASTROL

TWEET TO GET YOUR FACE ON THE FENCE

Given the location of CWC’15, millions of Indian Cricket Fans had to make do by watching games on TV.

Castrol - used the simple insight that ‘There is nothing a fan wants more than to be with their team’ to great effect in this execution.

They asked followers to tweet them pictures of themselves (or others) that would then be shown on the LED fence at the stadium.

THIS IS WHAT IT LOOKED LIKE

FANS LOVED IT

KIT KAT

India was to play South Africa in what was expected to be a really tough match.

Kit Kat made i t a l i t t le more interesting by tweeting out to their counterparts in South Africa.

A fun banter ensued that had fans tweeting about all day!

KITKAT INDIA VS KITKAT SOUTH AFRICA

CASTROLAXIS BANK

CASTROL

#SUPERFANRITUAL

Axis Bank found a great insight this CWC - lots of Indian Cricket Fans are superstitious when it comes to important match days and have rituals that they believe will help their team win.

CLUB MAHINDRACLUB MAHINDRA5 STAR5 STAR

CLUB MAHINDRACLUB MAHINDRA5 STAR

FUN VINES

Mondelez brought back the pair of 5 star loving brothers Ramesh and Suresh this CWC and created some really fun Vines that users loved. Vine - Easy to create, Fun to Watch!

STAR SPORTSLAY’S

STAR SPORTS

TWEET TO FILL THE BOWL

Lay’s India found a fun way to engage users over Cricket while staying true to brand.

They asked users to tweet to them with #TicketKaGame . Tweets were converted to Lay’s chips that filled up a bowl.

When the bowl was full some lucky winners would win tickets to the CWC Final. Win Win for all!

STAR SPORTS

#LAYSPLAYS

Fans could also win tickets to the finals by yet another creative play connecting the game with the product. Tweet with a Lay’s play on words from the sport to win.

STAR SPORTSLAY’SHDFC LIFE

STAR SPORTSLAY’S

#MYTEAMMYPRIDE

HDFC Life is a brand that stands on investing for the future so that you can live with pride. #MyTeamMyPride therefore was a great extension to the world of twitter.

STAR SPORTSLAY’SHDFC LIFEIBM @SCOREWITHDATA

STAR SPORTSLAY’SHDFC LIFE

B2B PLAYERS GOT INVOLVED AS WELL - IBM

IBM used the insight that the Indian Cricket Fan loves statistics around the game and kept the users engaged from their handle @ScoreWithData . A great way to build expertise equity.

THANKS