The recently-concluded ICC Cricket World Cup 2015 witnessed a plethora of brand campaigns on various media platforms. Twitter has been following the most engaged brands on its platform for #CWC15. Star Sports consistently claimed the top spot on the Twitter Brand Index.
@StarSportsIndia: Star Sports consistently featured amongst the top conversations on #CWC15 with their popular videos series that started with the India vs Pakistan group game. Every Indian victory in the competition meant a new video for the upcoming game. Using the viral hashtag #MaukaMauka that spawned its own memes and tribute versions, the campaign managed to capture the imagination of the Indian cricket fan. Over and above this thematic campaign, Star Sports continued to connect fans over its hashtag #WontGiveItBack – people could tweet to the handle with the hashtag and get the schedule of the matches in the Cup.
@HDFCLIFE: HDFC Life brought the Indian Cricket fan together under the hashtag #MyTeamMyPride, where they engaged with fans on predictions, contests and general comments around the game. Fans used the hashtag as one of the top rallying cries this #CWC15.
@AltoK10: Alto K 10 was one of the few car brands that used #CWC15 to talk to its target group. With a creative spin on their brand tagline ‘Chase Life’, Alto engaged the Indian cricket fan under its #Chase campaigns across the hashtags #ChaseCricket and #ChaseMaster. They ran a popular #SorrySir contest, where they invited people to tweet back at them with funny ideas for ways to skip college or office and watch the India games. Using topical caricatures, contests and celebrating the team’s victory with fans, Alto K 10 got people to send them their selfies in blue to show support for the team – #Chasefie. They were able to successfully take things that fans enjoy and blend their brand into that conversation.
@NikeCricket: A part of the #BleedBlue campaign, Nike created a chant (#BleedBlue) that became a rallying crying of supporters of the Indian cricket team since 2011. This has become the war cry of the Indian fan, and this World Cup, Nike shared #BleedBlue stories of fans and celebrities alike. As part of the #BleedBlue campaign, the official apparel manufacturer of the Indian cricket team also sent out personalised jerseys to sports stars, celebrities and other members of the sports fraternity. This helped the personalities to show their loyalty using the hashtag #BleedBlue. The most retweeted advertiser tweet of the CWC was the one they sent out on the day of the semi-finals – asking people to show their support to the team by RT-ing the tweet.
@Lays_India: Lays climbed the charts by rallying the cricket fan on Twitter with the hashtags – #LaysKePlays and #TicketKaGame contest. Winners of the contest were given the opportunity to watch the finals of the #CWC15 live in Australia. They asked people to tweet with the hasthtag #TicketKaGame to reveal what the contest was going to be. The more the tweets, the faster was the reveal. #LaysKePlays asked users to tweet back to the handle with creative uses of cricket lingo and make it relevant to Lays.
@lavamobile: Lava ran a prediction contest with goodies to be won for winners. Technology brands and contests seemed to be a potent mix on Twitter. They tied this in with a brand campaign around their X8 handset. The hashtag they used was #X8HighPerformer. It was a smart way to build the X8’s positioning on performance basis strong performances in the matches.
@castrolcricket: Castrol followed what in hindsight seems like the winning model of a good hashtag – a contest and good content. They entered with the hashtag #ClingOnToTheCup. Their biggest execution this CWC was when they asked people to tweet to them with their pictures and they would put those pictures up on the digital fence at the stadium during the game. Fans loved the idea of being able to become a part of the game in this manner.
@AxisBank: Axis Bank built engagement around cricketing rituals. Given the level of fanatical support for the game and the national team, people tweeted about how they did not take baths before games, drink water during games or leave their seats when a particular player was on a roll. Axis Bank used this insight to great effect by inviting people to share their rituals. They sustained engagement by continuing activity on Twitter beyond just match days to an Always On Strategy.
@scorewithdata: The Indian cricket fan loves data and statistics. IBM latched on to this insight and created this handle to share powerful data-led insights through the CWC. People followed this account for live insights on players as the game progressed.
@DairyMilkIn: Cadbury Dairy Milk was another brand that used contests very well. People joined in on the contest #FansOfJoy, where they were asked to WhatsApp their #FansOfJoy photos to a given mobile number and grab their Moment of fame in leading dailies. Apart from this, there was a quiz where people stood to win Cadbury Dairy Milk hampers.
@ClubMahindra: Club Mahindra found creative ways to integrate stories from their resorts into the game. They put the Mandala from their logo to great use with tweets around the toss, when Virat Kohli was hitting 4s and 6s and when he reached his 100. When there was a great catch on the pitch, they were ready with a tweet that showed someone catching a fish at one of their resorts and drew parallels of what a great catch looked like at @ClubMahindra.
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