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

The Vodafone ZooZoo Army

This year the Vodafone ZooZoos had returned in a brand new style and the new campaign was first launched on social media rather than electronic media. A day later the campaign was aired on television. Before launching this new campaign, Vodafone already had over 10 million Facebook fans and after this campaign it is estimated that the numbers have surged even more.

"IPL is a place for us to catch the consumer and create a buzz around our campaign. We are where our consumers are and these consumers use our service to access social media, which works great for us," said Anuradha Aggarwal, SVP - Brand Communications & Insights at Vodafone India. 

The new idea behind the campaign was that the Vodafone ZooZoos will aim the first-time users of mobile internet and let them know what all exotic things they can do using the GPRS or mobile internet.

It also had a separate campaign named the “SuperFan” on social media through which the company will choose 76 Vodafone SuperFans and gave them a 'money-can't-buy' experience. Through this experience the fans were picked up from their residences in a luxury car, flown to the IPL destination in style, Get to watch the match from the hospitality box, get gifts and goodies and last but not the least gifted a match ball autographed by the winning team captain.

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