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SapientNitro launches digital campaign for Sprite

Along with the use of twitter, campaign integrated with Pitch Invasion - a first of its kind online radio property.

Neha S | Delhi | May 17, 2011

When was the last time you tweeted about cricket? How often do your followers re-tweet your cricket commentary?

To bring a fresh taste to cricket commentary, SapientNitro recently conceptualized and designed an innovative campaign ‘#Crickwit’ for Sprite on the social networking site Twitter. This handle has been drawn to create fresh thinking amongst cricket fans, by providing a platform for the emerging voice of cricket online. Crickwit will let users tweet on ongoing IPL matches where every re-tweet counts for a ‘run’ and is supported by prizes throughout the season.

According to a recent research conducted by comScore, India ranks at 18th position out of 41 countries surveyed on Global twitter usage. Battling the tight race to reach among the global top ten, innovative campaigns like #crickwit and @pitchinv (the Pitch Invasion property's Twitter handle) has been consistently trending among the top 20 twitter handles in the nation. Within 8 hours of its going live on the 27th of April, #Crickwit trended higher than #IPL/#IPL 4 underlining the growing IPL fever on Twitter.

Building on the larger ‘University of Freshology’ brand messaging of Sprite, SapientNitro has drawn on the medium of online media instead of TV spots, web sites, mobile apps and in-store retail kiosks. In addition, to produce a new voice of cricket, SapientNitro has fully integrated the campaign with Pitch Invasion (www.pitch-invasion.in – a first of its kind online radio property featuring alternative IPL4 commentary by The Fake IPL Player,IPL3's biggest social media celebrity).

Neha@BestMediaInfo.com

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