IPL is the most lucrative property for brands and the 11th season was no less. Everyone who can afford to be on IPL make sure that they don’t miss the bus. However, Vodafone has emerged as the buzziest brand in terms of social media chatter and mentions during IPL, despite Vivo being the title sponsor, as per the Wavemaker Mesh Report on IPL. The report has analysed the social media conversations that happened around IPL season 11 from April 7 to May 28, 2018, in India region.
Vodafone ran FANtastic Breaks contest, where 10 cricket trivia questions were posted on Facebook in every IPL match and lucky winners got an iPhone every match. The contest has helped Vodafone rake in over 700K comments on Facebook.
The title sponsor came in next in overall social media buzz, with majority of conversations from the hashtag #vivoipl. The brand ran #PerfectFan contest, urging fans to participate in IPL conversations using #vivoipl and #PerfectFan. The winner got match tickets and a Vivo smartphone every day.
Jio came in third with a promotion running around Jio Cricket Gold Pass. Jio also launched a first-of-its-kind cricket-comedy TV show Jio DhanDhana Dhan Live, starring Sunil Grover and Shilpa Shinde, which was aired on Colors and JioTV App.
Vodafone ads ranked on top in terms of most viewed campaigns too, followed by Oppo’s #RealChampion campaign and promotion of their cricket limited edition Oppo F7 ads. Tata managed to break into the top three most viewed videos on social media.
Among the most liked and more shared advertiser content during IPL, Vodafone and Oppo again ranked on No. 1 and 2, followed by Nokia.
As per the Mesh Report, IPL11 gathered 16.7 million, which is three times more than IPL10 that had 6.19 million. IPL9 had gotten 3.17 million while IPL8 had clocked 3.05 million social media conversation.
The final between CSK and SRH was the most talked about match, generating 240k+ mentions. In fact, all the CSK matches witnessed a significant spike in terms of the social media conversations. The opening match between MI and CSK also garnered over 200K conversations.
CSK not only won the IPL2018 trophy, but also secured the No. 1 spot on social buzz, beating other teams by quite a margin. CSK had 4.2 million conversations. Despite being ousted in the group stages, MI had 2.6 million and stood second. KKR came in next with 1.75 million conversations, RCB 1.58 million, SRH got 1.36 million, followed by KIXP, DD and RR.
Even if Virat Kohli has increasingly become the most popular choice of brands, it is MS Dhoni who leads the charts of being the most popular player this IPL season with a total of 1.68 million mentions through the season. Kohli followed with 1.13 million mentions. Suresh Raina got 0.555 million mentions. Next was Rashid Khan who not only set the field on fire but also the social media buzz meter, as he was the most popular non-Indian player followed by Chris Gayle and Dwayne Bravo.
Men far outshot women with respect to IPL conversations, as 78% conversations were by men. Delhi showed huge support to the tournament and despite an early elimination of team Delhi Daredevils, Delhi fans continued to show maximum support to the game.
The analysis has been done by Wavemaker Mesh, the marketing command centre of Wavemaker. The social conversations measure impact of IPL2018 in India region. Social mentions on Twitter (tweet/RT/reply), Facebook (post/comments/ shares), Instagram, YouTube, blogs, forums, Google+, online news, mainstream news, consumer forums and others were considered.