How IPL6 Scored on Social Media with Twitter

SIMPLIFY360 RESEARCHBrand Analysis of IPL based on

Social Media Conversation

Period of the study: 2nd Apr, 2013 to

05th May, 2013

IPL6 SCORES ON SOCIAL MEDIA WITH TWITTER

IPL6 has been a phenomenal success on social media with its

integration strategy with Twitter enhancing the user

engagement and delivering a social sporting experience to the

viewers. The numbers have been suggesting that IPL6 has

outperformed IPL5 with the number of tweets and conversations

exceeding that of the previous edition. The number of tweets

for IPL6 are 5,743,211*. With the IPL buzz around the corner,

many brands have chipped in to drive their growth engine

further. Brands have acquired different means for this. While

some brands such as Pepsi and Vodafone went for sponsorship,

others such as Cadbury are achieving the same through their

robustly strategized social media campaign.

*As per the data on 15/05/2013

Firms have invested heavily for sponsorship rights and

association with Indian Premiere League (IPL). To achieve a

greater social media engagement and drive their growth on IPL

buzz, firms are responding with innovative social media

campaigns. We shall be analysing these brands on the scale of

their social media performance while highlighting the top

performers. We shall also look into the best practices for

content and influencers. We shall also look into the other

interests of the viewers. Finally we would look into the latest

trends and suggestions with a comparative look at social media

activities of brands at SuperBowl.

IPL6 & BRANDS - A SOCIAL MEDIA ANALYSIS

IPL6 has been phenomenal success in establishment of stronghold for many brands. The overwhelming verdict by

audience seems to prove that IPL gives advertisers their money's worth through better reach and recall. IPL6 took the

sporting experience to next level with integration of twitter as the social media channel to create a real-time engaging

atmosphere.

Most Popular Brands

Pepsi IPL

Cadbury

Pepsi

Vodafone

Kingfisher

SET India

Yes Bank

Star Plus

OLX

Godrej

Kent

Buzz Analysis of the brands during IPL MatchesSource: Simplify360 Social Matrix, Apr 02,2013 to May 05, 2013

Associated Keywords

#PepsiIPL

#Shubhaarambh

#Pepsi

#Vodafone #Zoozoo

#Kingfisher

#SetMax

#YesBankMaximum

#Nayisoch

#OLX

#Godrej

#Kent

Conversations with source country as India have been considered for the analysis

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PepsiIPL Cadbury Pepsi India Vodafone kingfisher Setmax yesbank starplus OLX godrej Kent videocon

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WHAT WE’VE FOUND..

• Integrated social media campaigns highly increase the user engagement and brand conversations

• Brands can be successful in capturing the IPL buzz without putting tons of money on sponsorship

• Humor and entertainment emerge as the key factors for engagement of IPL viewers

• Online contests are an important but clichéd way for attracting viewers on social media

• Appropriate Influencers can do wonders in terms of user engagement and brand development

• Generic Hashtags can lead to greater reachability and deeper connect on social media

PEPSI INDIA

Buzz Analysis of the Pepsi during IPL MatchesSource: Simplify360 Social Matrix, Apr 02,2013 to May 05, 2013

Pepsi IPL has emerged as the most popular brand over

social media with its high social engagement.

Conversations for #Pepsi and #PepsiIPL have been

considered separately for better understanding of IPL

Campaign. Most conversation about Pepsi focused

around online competitions, new advertisement and

launch of ‘Pepsi Atom’. Conversations reached peak with

‘Pepsi IPL ka Boss’ and online cricket contests conducted

for a place in Pepsi IPL ‘VIP’ box. Key takeaway can be

the fact that most popular brands invest capital to focus

on customer engagement. Interestingly, conversations for

#Shubhaarambh (Cadbury) exceed those of #Pepsi. This

showcases the brilliance and success of Cadbury’s social

media strategy to be the part of IPL Buzz without

spending heavy bucks in sponsorship.

Hash Tag Conversations

#PepsiIPL 248,375

#Shubhaarambh 40,000

Pepsi 34,621

#Vodafone 11,565

#Kingfisher 8,220

#SetMax 5,407

#YesBankMaximum 5,276

#NayiSoch (Star Plus) 4,634Conversations with source country as India have been considered for the analysis

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CADBURY INDIA & #SHUBHAARAMBH LEAGUE

Objectives: Growing the preference for Cadbury Dairy Milk,

broadening its user base and occasions of consumption, the firm

launched #Shubhaarambh League Campaign. Cadbury has

intelligently associated itself with the ongoing IPL fervour without

spending bucks in sponsorship activities.

Creative pictorial tweets based on the

moments of celebrations in a match

The conversations around ‘#Shubhaarambh’

have surpassed the conversations for #Pepsi

and Vodafone in India

Conversational reach include about 47 million

people on Facebook and 3.8 million Twitter

users

About 100% increase in followers on twitter

and an increase of 250,000 fans on Facebook

Buzz Analysis of the Cadbury India during IPL Matches Source: Simplify360 Social Matrix, Apr 02,2013 to May 05, 2013

Brands can perform magically over social media by

being innovative and investing in creative

engagement techniques

Insights

Conversations with source country as India have been considered for the analysis

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When conversations about a brand are neither

negative nor positive, it becomes very important for

the brand to drive those conversations in positive

directions with influencers and positive social media

engagement

Insights

Third most popular brand associated with about

12,000 conversations generated in India only

Zoo zoos remain the focal point of mots of the

conversations around the brand

Brand popularity on social media increasing

with the progress of tournament

Estimated fan growth of about 260,000 per

week

Vodafone superfan contest for IPL can be

termed as a success with respect to the

conversations generated

Conversations for Kingfisher brand on social

media have been mainly due to excellent

performance by Royal Challengers

Bangalore (RCB) and Chris Gayle in IPL6

Over 8000 conversations by Indian users,

mostly jokes or sarcastic in nature

Conversations with source country as India have been considered for the analysis

10-Apr, 451

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THE INFLUENCERS

..AND THE WORLD FOLLOWED THEM !

Gabbar Singh

@GabbarSingh

Tweets- Humor

Gaurav Kalra

@GauravcnnibnCNN IBN Journalist,

Tweets about Sports

Cricket Ishaan

@BeingIshancric

Tweets about

cricket

@riya043

Tweets - general

Sir Ravindra jadeja

@SirJadeja

Tweets about

Cricket & humor

Alternative Cricket

@AltCricket

Tweets about

cricket

Mr. Shri

@MrShri

Tweets- general

@Sanjay_Dixit

Tweets- general

Harsha Bhogle

@bhogleharsha

Tweets about

Cricket & news

Sundar Raman

@ramansunda

Tweets about

cricket

Gaurav Kapur

@gauravkapur

Tweets about

cricket and politics

Jay Rajagopal

@Jaitwits

Tweets about

cricket and news

THE INFLUENCERS

HOW BRANDS CAN LEVERAGE INFLUENCERS FOR CUSTOMER ENGAGEMENT?

Overall genre of posts/influencer is an important factor in the selection of an appropriate influencer

Audience of an influencer is another important factor in the selection of an appropriate influencer

Direct marketing of content about the brand by influencers can have significant ramifications but it is‘subtle’ involvement of the brand in daily life/ posts (i.e. suggestive in nature or in a light manner)holds the key

Humor – the key to establishing the vital connect to audience

Content is the strength of influencers!

Influencers like @GabbarSingh and @CoolFunnytshirt

helped Cadbury in trending #Shubhaarambh on

Twitter. With young audience base, these humorous

‘tweeters’ were the perfect communication channel for

the firm.

Insights

INFLUENCERS & CONTENT

Influencer tweeting about the

Cadbury gems in a subtle way.

Such kind of promotions do not

look like paid promotions and

are readily accepted by

audience.

Appreciation of an already

successful campaign by an

influencer on social media adds

to credibility of the campaign.

Influencer’s use of humor makes

the brand recall easier !

Different influencers need to be selected for

different purposes. Influencers with humor can help

in user engagement while celebrity influencers can

help in trust building for brands

Insights

THAT’S AN EPIC POST!BEST CONTENT STRATEGIES

THAT’S AN EPIC POST !BEST CONTENT STRATEGIES

Vodafone – humorous content focused

on a social appeal for its ‘Zoo Zoos’

Online contests and competitions help

in gaining attention

#Shubhaarambh League on social

media successful due to its common

nature of hashtag which symbolizes

the company strategy of extending the

occasions of its consumption

Spontaneous and witty tweets on

recent happenings in a cricket match

leading to more shares and

conversation driven by viewer

sentiments and emotions

Keeping it humorous makes it easy to

connect to people easily

Contests on social media used as a

way to reward the users

Online contests such Tweet20- a key

strategy for viewer engagements

Youth engagement through favorite

youth icon content- both pictures and

videos

A social website dedicated to

interactions, gaming and engagement

(www.pepsiohyesabhi.com)

Contests and humor- the driving force

for the online campaigns

#BechDe twitter campaign smartly

uses cricket quotient to increase its

reach

Quotes and other positive sentiment

pictures which makes people happy to

share and like the content

USER INTERESTS

48% of the IPL viewers interested in music and entertainment

(including cinema)

17% of IPL viewers also follow football leagues

15% of IPL viewers passionate for automobiles (cars and bikes)

14% of IPL viewers more likely to own latest gadgets & technology

A growing proportion includes viewers interested in contests, travel,fashion and photography

Music and Entertainment

48%

Automobiles15%

Gadgets & Technology

14%

Football 17%

Others6%

Music and Entertainment Automobiles Gadgets & Technology

Football Others IPL viewers have a greater interest in entertainment

and humor. Brand engagement in such case would

require humorous content creation and promotion.

Insights

BRANDS, SOCIAL MEDIA & SUPER

BOWL

Superbowl brands tend

to go for deeper

integration on their own

website and leverage

hashtags for various

events. Isolated

Facebook falls in favour

for these real time

events, but it is likely

provide a deeper brand

engagement beyond the

immediate event.

Hashtags, which can be

used in a variety of

social networks, are

permeable to multiple

networks, creating

broader engagement.

SOCIAL MEDIA TRENDS: SUPERBOWL

Superbowl : 75% of Brands integrated Social Quotient into advertisements

2013 Super bowl advertisements favour Hashtags, URLs - not Facebook

Hashtags, presumably aimed for Twitter, dominate over Facebook

Twitter mentioned in about 50% of the Superbowl commercials

Only 7% of brand advertisers integrated Facebook URLs with their social campaigns

Most mentioned brands went on for a Hashtag generic in nature and different from the brand name itself

Next level of social engagement- connected stadium, Wi-Fi, twitter screen, & mobile contests

http://www.forbes.com/sites/tjmccue/2013/02/05/super-bowl-data-75-of-brands-integrated-social-into-ads/

Brands in IPL can use this lesson of creating generic

Hashtags and integrating social media with TV

commercials to build an engaging ecosystem.

Cadbury #Shubhaarambh League is one such

example.

Insights

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