Cricket is no doubt a religion in India. “Pepsi IPL 2013” is one of the most viral topic these days and has attracted over thousands of crores eyeballs for 54 days. Television and Newspaper are still the most efficient mediums to reach the maximum cricket lovers but with the increasing Social Media usage and digital exposure, brands now have started taking leverage of the digital audience. Brands have started using IPL as a content mix for their advertising channels and we see lot of content being shared on Social Media related to IPL.
Pepsi, being the title partner of IPL 2013 had started talking about IPL since March last week and now they have gone viral with almost 3-4 posts everyday on Facebook and other social channels. The overall engagement on Pepsi’s Social Media channels is increasing tremendously as they are interacting with the audience via contests, posts, videos, live images, and many more things.
Second in the race is Vodafone, being one of the official partners Vodafone integrated their ZooZoos with IPL 2013. There is some amazing content that we can see on Vodafone’s Facebook and Twitter account. On an average IPL related posts on Vodafone Facebook page are getting 30% more engagement as compared to other content.
There are several other brands like Tata Docomo, OLX, Kent RO Systems, Panasonic, Samsung Mobile who have included IPL as one of the significant element of their Social Media Strategy.
You might not be surprised to know that Chris Gayle Fastest Century video on Youtube is one of the top 20 most viewed video this month in Sports Category with over 1million views in 3 weeks. Ohh! that also reminds me of my favorite IPL TV commercial by TataSky, which is the longest TVC in Indian advertising history (210 seconds) with the famous line “What kind of Indian doesn’t watch such an epic match”. This popular TVC got over 2lakh views so far.
Its great to see how brands are taking leverage of IPL 2013 to create more engagement on various platforms available, but at the same time there are brands like Star Plus, Yes Bank who are IPL partners but have not included IPL related content in their content strategy.