SPRITES DIGITAL

CAMPAIGN
ON TWITTER DURING IPL 4

VIKAS ALLANG
PGDM VB
130

#CRIKWIT activates Sprite Freshology by launching the

worlds first tweet cricket tournament among cricket fans on
Twitter during IPL4 .
Sprite kick started 2011 by launching freshology as its new brand
ideology and wanted to promote this among cricket fans during
IPL4. With Indians leaping forward in their adoption of new
media, hoards of IPL cricket fans have begin getting together on
twitter to discus their favorite game. SapientNitro India simply
leveraged this insight and hijacked twitters most popular
function the hash tag to inspire a core group of fresh thinking
IPL fans and their followers to participate in an inventive game of
tweet cricket throughout IPL4. The integrated digital
campaign was an instant sensation on twitter and went on to win
an EFFIE on 2011, making it one of the most successful digital
campaigns for the brand.

COCA COLA INDIA PRIVATE LIMITED

TARGET AUDIENCE: 18-25 years old young, fresh
thinking crowd active on digitial media.
OBEJECTIVE: Create a breakthrough ide athat wins over
cricket fans by leveraging IPL4 to celebrate and mobilise
fresh thinkers and their friends, fans and followers
MEDIA: Earned, paid, owned
KEY RESULTS:
#CRICKWIT trended as a top twitter trend
#CRICKWIT reached over 1,73,203 twitter streams
#CRICKWIT and Pitch- Invasion owned 10.5% of IPL4
twitter chatter

CAMPAIGN BACKGROUND
Cricket fans see advertisers / advertising as
the enemy during the IPL. Instead of the
cricket extravaganza they look forward to,
they are bombarded with what they see as
irritating brand propaganda that vies for
center screen with their game.
IPL4s sky rocketing and rates and fierce
battleground for the jaded Indian Cricket
fans attention presented a tricky marketing
challenge what could brand Sprite do?
Outspend? Outshout? Or think fresh?

Big Idea #CRICKWIT

SPRITES STRATEGY to connect with increasingly cynical
cricket fans during IPL4 was to practice Freshology,
rather than talk about it. This meant that sprite would
set out to do better than advertise Freshology it
would demonstrate and prove its ideology to cricket
fans, in a way that outsmarted the competition.
Thus was born #CRICKWIT, the worlds first game of
tweet-cricket .
All that cricket fans on twitter needed to do was
1. Make witty tweets about the days match
2. Add #CRICKWIT
3. Get re-tweeted to score!

#CRICKWIT CAMPAIGN EXECUTION

#CRICKWIT was seamlessly integrated with another first of its kind
property, www.pitch-invasion.in, an online radio show launched by The
Fake IPL Player aka Anupam Mukherjee. It was launched as the chance of
fresh thinking cricket fans to pit their wits against the cricket pop gurus
on www.pitch-invasion.in .
While our social media specialists mined IPL4 twitter chatter to personally
identify and invite top tweeters to play #CRICKWIT across selected
cricket centric sites.
A twitter handle and Facebook event page were also kick started to
answer live queries and give timely updates during game time.
Top scorers were updated on www.sprite.in and won prizes for their fresh
thinking from sprite.
So rather than intruding on the IPL, #CRICKWIT delivered a Freshology ,
high quality, deeply engaging, first of its kind IPL4 experience that
launched cricket fans as the superstars of yet another reinvention of
cricket itself. This inspired them to write sprites IPL4 ADS for it, viral-ing
cricket Freshology across Twitter streams around the world.

CRICKWITTERS REVIEW
Sprites advertising has always been about kicking prototypes and

#CRICKWIT Results
#CRICKWIT launched as a top Twitter trend alongside
#IPL4, INSPIRING 70% of pitch-invasions audience and top
IPL tweeters to participate.
Crickwitters generated on an average of 25 tweets and 29
re-tweets (vs. Twitters 3 tweet/ re-tweet average )
#CRICKWIT reached over 1,73,203 Twitter streams via 660
crickwitters, while PR generated with Pitch-Invasion
reached million others
#CRICKWIT and Pitch-Invasion owned 10.5% of IPL4 Twitter
chatter, delivering 2,00,568 minutes of cricket Freshology
through out IPL4

#CRICKWIT Campaign Credits

Coca Cola India Pvt. Ltd.
Wasim Basir (Director, IMC), Srinivas Murthy (Director,
Marketing- Sparkling Beverages Flavours), Kaushik
Prasad (Associate Brand Manager), Shubho Sengupta
(Digitial Consultant)
SapientNitro India
Sohini Pani (Business Director), Vidhya Sankarnarayan
(Director Marketing Strategy and Analyisis), Suchitra
Gahlot (Creative Director), Jetesh Menon (Senoir
Copywriter), Auroni Mookerjee (Copywriter), Mohit Tomar
(Senior Art Director), Suruchi Biyani (Planner), Avinash
Joshi (Analytics)