Kingfisher has become the first Indian brand to launch a cross-platform Twitter campaign that enables cricket lovers to engage with their favourite players at the ongoing IPL 8
BestMediaInfo Bureau | Mumbai | April 30, 2015
Kingfisher has recently announced a strategic collaboration with Twitter, making them the first Indian brand to run a cross-platform Twitter campaign. With this tie-up, Kingfisher’s Twitter campaign aims to engage every cricket lover in India with a mobile phone to not only share tweets, but also receive tweets from their favourite players, teams, commentators and former cricketers.
The campaign will see Kingfisher engage all cricket lovers to share tweets, whether or not the user has access to mobile Internet. The tweets will be available to offline users through two routes – firstly, promoted tweets sent by Kingfisher’s account (@kingfisherworld) in the Twitter app and secondly, the Best of Cricket Tweets sent via SMS to any user who places a missed call to 080-6753 0303.
Kingfisher also aims to create the longest virtual cheer by asking their online community to sing along with them by tweeting with #OoLaLaLaLeO to create the longest string ever. Since Kingfisher are the Good Times partners to seven teams of the Indian Premier League (IPL) Season 8, all the teams will re-tweet the #tag OoLaLaLaLeO, asking their players to pass it on. The teams will be tweeting out a vine with their players singing the jingle and using #OoLaLaLaLeO, thereby urging their community to participate in creating the longest cheer.
Samar Singh Sheikawat, Senior Vice-President - Marketing, United Breweries, remarked, “Kingfisher is all about getting people together to have a good time, and providing them with innovative experiences. We have been long-time supporters of the T20 tournament and its teams, and innovation has always been at the heart of all of our activities around it. The tournament provides the perfect opportunity to bring people together over real time, real-world moments to carry the conversation forward on a digital platform. The partnership between Kingfisher and Twitter is a natural fit, and we’re looking forward to much more Good Times in the weeks ahead.”
Taranjeet Singh, Business Head, Twitter India, added here, “Kingfisher is one of the first brands in India to leverage the full power of the Twitter ecosystem to connect and engage with their customers – be it online, mobile or offline users. Thanks to Kingfisher, cricket fans around the country can get updates on the IPL action and hear the roar of the crowd through organic, promoted or curated Twitter content delivered to their mobile device.”
Powered by Twitter’s mobile advertising platform and its ZipDial partner’s mobile solutions, Kingfisher’s campaign can be seen on any mobile device with or without Internet access, while leveraging the same seamless brand content strategy across platforms.
Kingfisher has a fair presence on Twitter with about 57,300 followers. The brand’s Facebook page currently has 7.2 million fans.