Did the Big Brands In Business Exploit Social Media During IPL?


"The product, IPL, has become more social, and so have the consumers. Social media is a strong indicator of engagement with content and brands are leveraging the same connection," said Tushar Vyas, managing partner of media buying giant GroupM.

Pepsi, the title sponsorer of the tournament and co-presenting sponsor on broadcaster channel SET Max had launched a Tweeter API-based application called the Tweet20 that allowed cricket fans to play the game online on Tweeter. In this game the Pepsi India Twitter tweeted a type of ball, for instance, pitched bouncer on the middle stump and the players had to reply to the tweet answering the most appropriate shot for that ball. The correct shots fetched runs to the players and the wrong ones cost wickets. Players who were able to unlock special shots got extra reward runs.

Everyday there were two matches played for two hours each and the winner from each pool got a chance to watch IPL matches live from the Pepsi VIP Box.

“Our spends on digital media are incremental. As the IPL progresses, we will be scaling up activation on this media. The youth are increasingly engaging on social platforms," said Deepika Warrier, VP, PepsiCo.

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