Brands and teams that are winning on Twitter this cricket season
Cricket season is on and with every match, one can hear the roar of the stadium get louder on Twitter. As fans turn to the service to celebrate their favourite match moments and vent about slipped catches, brands too have stepped foot into the field with ads and campaigns that are hitting it out of the park with creative storytelling. Not just brands, cricket teams have also been connecting with fans on Twitter as they live-Tweet their reactions to every shot and delivery. And the conversations have only begun.
As brands and teams stretch to scale the field on Twitter, we’re bringing to you a week-on-week wrap-up of some of the most engaging campaigns on the service. Here’s a look at the brands that played the best game on Twitter this past week -
CRED (@CRED_club): #IndiranagarKaGunda ft. a livid Rahul Dravid
CRED (@CRED_club) dropped a video ad the past weekend featuring a very calm and composed Jim Sarbh, and an incredibly angry Rahul Dravid (yes, there’s the catch!). The ad showcased Dravid in a new avatar, totally opposite to his well-known and popular public image, throwing a fit on the road due to maddening Bengaluru traffic. Quite unusual, just like CRED’s offerings, or so the brand wanted to imply. In no time, the ad blew up on Twitter, with #IndiranagarKaGunda making the rounds across timelines. From marketing experts to fans, to cricketers themselves - everyone was compelled to participate in the conversation.
Never meet your heroes. https://t.co/gruLPCrZvs— CRED (@CRED_club) April 9, 2021
Brands across the spectrum also pitched-in with memes on the topic, with many falling in line to appreciate CRED’s innovative storytelling.
You are not you when you are hungry, #GrabASnickers @CRED_club What say? 😉— SNICKERS India (@Snickers_IN) April 10, 2021
.#snickers #snickersindia #credclub #IndiraNagarKaGunda #RahulDravid #topicalspot #creativespot #madovermarketing #socialsamosa #socialmediadisect #ipl2021 pic.twitter.com/QLhPm3jcee
Swiggy (@swiggy_in): #SwiggyForkcast for free food
The excitement of cricket matches can bring out our most deeply hidden personalities. A common one that often surfaces is that of a forecaster. Whether or not our match predictions turn out to be true, we never stop with the prophecies, do we? Well, Swiggy (@swiggy_in) doesn’t even want you to. For the cricket season, Swiggy has kick-started the #SwiggyForkcast challenge to engage with its audiences as they gear up for some of the most nail-biting matches in the coming weeks. With #SwiggyForkcast, the brand will be putting its audience’s cricket skills to test, asking them to predict outcomes for every match of the season, and every cricket mastermind who predicts correctly will receive free food from Swiggy. Is there a better way to put your psychic powers to use? We don’t think so.
We’re 🔴 LIVE with #SwiggyForkcast. Here’s how you can win a variety of FREE food for the next 10 days:— Swiggy (@swiggy_in) April 10, 2021
Watch cricket matches 🏏
Analyse them 🔎
Place Forkcasts with food you ❤️
Win free food via Swiggy Money🍔 pic.twitter.com/STkp5ifLT3
Disney+ Hotstar (@DisneyPlusHS): #IndiaKiVibeAlagHai hai with #CricketainmentShuru
Disney+ Hotstar (@DisneyPlusHS), the official OTT partner for the cricket season, rolled out a new music video with NUCLEYA (@NUCLEYA) to celebrate how India vibes in harmony when it comes to cricket, saying #IndiaKiVibeAlagHai. The video showcases the diversity of the country while also iterating that the OTT platform offers cricket matches in eight different languages.
8 teams, 8 languages, 8 dances, one 🔥 celebration. Fans like you have changed our vibe and this one’s for you!— Disney+ Hotstar (@DisneyPlusHS) April 7, 2021
Ab toh apne team ka dance step karna zaroori hai 💃🏼@NUCLEYA has set the scene, India are you ready?! Watch #VivoIPL starting 9th April #IndiaKiVibeAlagHai pic.twitter.com/MSpsduIGT3
Kabhi Ajay, kabhi Abhishek, kabhi Virat, kabhi Mahi, kabhi Radhika, kabhi Sushmita - saal bhar milega in sab se attention Disney+ Hotstar VIP par. Aaj hi subscribe karein, sirf ₹399/year. #CricketainmentShuru pic.twitter.com/kf15HpRc6W— Disney+HotstarVIP (@DisneyplusHSVIP) April 9, 2021
The OTT brand also took the opportunity to promote its diverse content offerings for VIP subscribers. Last weekend, Disney+ Hotstar VIP (@DisneyPlusHSVIP) opted for a Trend Takeover+, the service’s premium real-estate on its Explore tab, with a powerful video and the hashtag #CricketainmentShuru. Through the takeover, the brand prompted audiences to subscribe to its VIP plan that brings with it one whole year of live cricket, exclusive shows and original content - making it a true ‘entertainment ka all-rounder’.
ACKO Insurance (@AckoInsurance): #IndiaMaanLo with Mumbai Indians (@mipaltan)
ACKO Insurance partnered with Mumbai Indians (@mipaltan) to promote their zero-commission car insurance policy. Through a video ad featuring Arshad Warsi (@ArshadWarsi), the brand utilised the equity of Mumbai Indians’ players to reiterate its unique offering, urging them to visit the ACKO app and see it when they believe it.
Ye bhi maan chuke. Ab India, maan lo.— ACKO Insurance (@AckoInsurance) April 10, 2021
Car insurance zero commission pe, on ACKO. Sacchi! 🤞
ACKO app pe aao, khud jaan jao aur paise bachao.
Feat @arshadwarsi@mipaltan#ACKOInsurace #IndiaMaanLo #SacchiMucchi pic.twitter.com/tRtenfXSrl
Mumbai Indians (@mipaltan) also Tweeted the video with the same message, asking people to believe the words of their favourite players, saying #IndiaMaanLo.
Humare players ne maan liya. Ab aap bhi maan lo!— Mumbai Indians (@mipaltan) April 11, 2021
ACKO car insurance pe zero commission. Sachhi Muchhi.🤝
ACKO app download karo aur khud check karo.#OneFamily #MumbaiIndians #MI #ACKOInsurance #IndiaMaanLo @krunalpandya24 @ImRo45 @Jaspritbumrah93 @AckoInsurance pic.twitter.com/DGKk1jhy4V
Dream11 (@Dream11): #TeamHaiTohMazaaHai
Dream11 (@Dream11), the fantasy sport platform, drives massive conversations on Twitter during the cricket season, owing to its popularity among cricket experts and enthusiasts. It encourages audiences to play their own match with their own dream team because #TeamHaiTohMazaaHai. This year, the brand has also been rolling out videos of competing teams and players across match days to excite users and prompt them to play along.
Rampant @Russell12A's Kolkata take on ravishing @ImRo45's @mipaltan in a contest that defines cricketing royalty. 🥵— Dream11 (@Dream11) April 13, 2021
Make your #Dream11, NOW! 👉 https://t.co/ETpOOwQsWF@IPL#TeamHaiTohMazaaHai #KKRvMI #VIVOIPL pic.twitter.com/KeDPwzSBtg