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.

Brands across the spectrum also pitched-in with memes on the topic, with many falling in line to appreciate CRED’s innovative storytelling.

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.

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.

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.

Mumbai Indians (@mipaltan) also Tweeted the video with the same message, asking people to believe the words of their favourite players, saying #IndiaMaanLo.

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.




News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing