Star Sports, Lays, KitKat, Club Mahindra and Axis also find mention in separate reports released by Twitter and MEC
BestMediaInfo Bureau | Mumbai | February 19, 2015
The high-decibel cricket match between India and Pakistan on February 15 as part of the ICC Cricket World Cup 2015 generated unprecedented 1.7 million Tweets and over 118 million impressions. This led Twitter to put together a list of top advertisers who have used Twitter as a platform. Using an aggregate of re-tweets, favourites and replies, the social networking platform created a Twitter Advertising Index to identify the top five brands from over 50 brands that advertised with them.
Leading the pack was @NikeCricket with its #BleedBlue campaign. As part of the campaign, the sports major has used the hashtag to rally supporters of the Indian cricket team for over two World Cups now. For this World Cup, Nike is sharing #BleedBlue stories of fan and celebrities. Nike had sent out personalised jerseys to sports stars, celebrities and other members of the sports fraternity so that they can #BleedBlue in the true colours of the team. This led the brand to top the charts, and the most retweeted tweet on match day being that of Roger Federer unpacking his jersey.
It was followed by Star Sports, which owns the broadcasting rights to the World Cup and also sponsors of the Indian team jersey. The broadcaster, with the campaign #WontGiveItBack, asked people to vote on the outcome of the game starting before game day. They also ran a promotion asking people to write back to them with something funny about the #IndVsPak game and winners were to be given the team jerseys.
@KitKatIndia ran the campaign #SlowIsBetter around the new KitKat Senses chocolate. The brand found a way to integrate the story behind the process of manufacturing this chocolate into the larger cricket narrative by asking people to guess the slowest ball to take a wicket during the #IndVsPak match and awarding e-shopping vouchers.
Meanwhile, @ClubMahindra integrated stories from their resorts into the game on Sunday. They put the Mandala from their logo to great use with tweets around the toss, when Virat Kohli was hitting 4’s and 6’s and when he hit his 100. When there was a great catch on the pitch they were ready with a tweet that showed someone catching a fish at one of their resorts and drew parallels of what a great catch looked like at @ClubMahindra. They finally ended the day with a picture of a cake that their chefs had baked for the team at one of their resorts.
@AxisBank went after cricketing rituals when they asked fans to tag a friend who has a unique way of cheering for India. The hashtag used was #SuperFanRitual.
View the table by Twitter below:
On the other hand, media agency MEC has also released a report on their findings surrounding the match day based on all the chatter generated from India across Twitter, Facebook and other forums and blogs.
The report indicates that the match generated high social chatter of 0.7 million on a single day. The tag #indvspak was the more talked about with 0.3 million mentions, followed by #cwc15 at 0.1 million mentions. Kohli was the most talked about player at 74,000 mentions.
The chatter peaked first at 12 noon, around the time when Kohli hit his century and Raina his fifty, and then again at 5 pm when India won the match.
The report, however, noted that brands are yet to latch on to the World Cup bandwagon in the social media space, and brand conversations were limited during this match.