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Digivaasi becomes 1st Indian digital agency to win a Merit at One Show Interactive Awards

It won the award in the ‘Best Use of Social Media’ category for the popular Pepsi Tweet20 campaign

Digivaasi becomes 1st Indian digital agency to win a Merit at One Show Interactive Awards

It won the award in the ‘Best Use of Social Media’ category for the popular Pepsi Tweet20 campaign

BestMediaInfo Bureau | Delhi | May 16, 2013

Digivaasi, a New Delhi-based creative led digital agency, has been conferred with a Merit at the One Show Interactive Awards 2013 for the ‘Best Use of Social Media’ for the Pepsi Tweet20 campaign. It is the first ever digital agency from India to have won this honour. One of the most prestigious global awards in the world of advertising, One Show Interactive announced the winners across categories for 2013 at a ceremony on May 10, 2013, in New York City.

The innovative approach and smart use of social media in the Pepsi Tweet20 campaign has been winning the four-year-old agency praises from both the audiences as well as the industry. Just a month before winning this merit, Digivaasi bagged a Bronze at Goafest 2013 for the same campaign.

Launched for the first time during the T20 season last year, it gained immense popularity with the audiences and Pepsi Tweet20 surfaced as one of the most successful social media campaigns. The campaign recorded over 11,000 tweets, resulting in more than 9.6 million impressions; Twitter had PepsiT20 trending as a topic for eight days. And, all of this was done without any media spends, hence transforming the campaign into a smashing success.

Prabhat Bhatnagar, Chief Creative Officer, Digivaasi, said, “India’s love for cricket has remained unprecedented. This, and the fact that India has a fast growing social media audience, was the thought behind PepsiTweet20. It is an honour for us to have received awards of such prestige. We at Digivaasi are committed to crafting and facilitating the best possible digital experiences while remaining in pursuit of innovation.”

Homi Battiwalla, Senior Director, Marketing (Colas, Juices and Hydration), PepsiCo India, said, “At Pepsi, we are always looking for exciting experiences for our target audience both on-line and off-line. Pepsi Tweet20 is one of the most exciting concepts that we have seen on Twitter globally. It received a fantastic response last year. With the Pepsi IPL our endeavour is to take the fan experience to the next level and Pepsi Tweet 20 is playing a big role. We would like to congratulate our partner, Digivaasi, for coming up with a winning idea, executing it flawlessly and winning accolades for the same.”

Looking at the countless accolades that the Tweet20 campaign won last T20 season, Pepsi has once again launched this One Show Interactive Merit Award winner campaign on a larger scale and in a better form during the ongoing Pepsi IPL.

The Pepsi IPL Tweet20 is a twitter API based application/game hosted on which brings the excitement of playing cricket on to Twitter. The game works on the simple idea of the Pepsi India twitter handle (@PepsiIndia) tweeting out a type of ball (Pepsi Bowls Short Pitched Bouncer on Middle Stump) to which users reply with the most appropriate selection of shot (User’s bat). Tweeting the correct shots fetch you runs and the wrong shots cost you wickets. Unlocking special shots gets users bonus runs. Besides this, users also need to complete tasks during the game which earns them Pepsi crowns. These Pepsi crowns can be redeemed at any time of the day, for bonus skill/wickets/free hit to increase their score. The contest has 20 matches divided into five pools of four matches each. Each match has 12 balls (tweets). The fun started on April 2 with two matches every day (of two hours each). Each pool winner gets a chance to witness matches from the exclusive Pepsi VIP Box. Till date over 8100 people have played Pepsi IPL Tweet20 with over 90000 unique page views on the site.

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