Twitter Brand Index Week 4: @StarSportsIndia continues to ride high on #MaukaMauka

This week saw as much conversation during non-India match days as during India game days, which meant there was almost constant conversation on the platform

BestMediaInfo Bureau | Delhi | March 12, 2015

This week saw as much conversation on the Twitter Brand Index during non-India match days as during India game days, which meant there was almost constant conversation on the platform.

The top 5 Tweets and the brand journey on Twitter during Week 4 of the ICC World Cup are as follows:

@StarSportsIndia continued to ride high on #MaukaMauka, with the campaign entering its fourth week. Like previous weeks, there was the lead up video for the upcoming game as well as a follow up revealed at the end of the game. This time around, Star Sports asked users to Tweet to them with the hashtag #MaukaMauka to reveal the ad on Twitter before it got revealed on TV. The ad itself was on how an Indian win could help Pakistan progress to the last eight. They also continued to provide commentary on the games itself, which ensured that people kept engaging with them through the week too.

@Alto_800 went down the contest route and managed to debut at No. 2. Trying to build equity as a potential first car for its target audience, they ran smart contests around hashtags like #DebutTips and #AltoFirstTimer. Both were aimed at getting people to engage with them to get tips for first time buyers as well as connect with potential clients. There were prizes up for grabs and that continued to create impact among users.

@HDFCLIFE continued to engage users around their hashtag #MyTeamMyPride. This week they asked people to predict outcomes, scores and other details of the game to win prizes up for grabs. The hashtag has found a way of rallying fans as well as giving a boost to their campaign.

@DairyMilkIn was also able to find a great balance between running a contest and exciting cricket fans around their #FansofJoy hashtag as well. For the contest, they asked people questions about the game to test cricket knowledge of their followers. Apart from this, #FansOfJoy moments were also prominently shared across national dailies.

@CastrolCricket followed what now seems like a winning mode – a meaningful hashtag, a contest and good content – to make Castrol the latest addition to the Twitter Brand Index. They entered with the hashtag – #ClingOnToTheCup. The big idea this week is that they asked people to Tweet to them with their pictures and they would put those pictures up on the boundaries display boards during the Cricket World Cup games. People really got behind the idea, which is essentially another way of becoming a part of the live cricket experience.

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