Mumbai Indians dominate digital platforms in IPL 2017
Mumbai Indians capped off a record breaking win in IPL 2017 both on and off the pitch. Apart from the success on the field, Mumbai Indians topped the table and broke records on the digital front.
A social first digital strategy yielded rich dividends for Mumbai Indians as they attracted over 83 million engagements across Facebook (50 million), Instagram (29 million) and Twitter (3.95 million) – topping the charts across all IPL teams this season.
MITV, the team’s inside access video platform available across social platforms, website and the official apps notched a record 92 million video views across multiple platforms in addition to 62 million views on Instagram Stories. MITV served a variety of content which gave fans inside access to the IPL champions’ training regime, post-match celebrations, travel journeys, master classes with the MI coaching staff amongst others.
The Mumbai Indians music video notched a mammoth 5.5 million video views on Facebook, which resulted in 3.7 million minutes being consumed by MI fans across the world.
Mumbai Indians also recorded the most number of mentions on Twitter of their primary hashtags #CricketMeriJaan and #MI drawing over 318,000 and 350,000 mentions, respectively.
Mumbaiindians.com garnered 680,000 unique users consuming 4.8 million page views over the course of the season, which resulted in a 100 per cent improvement over IPL 2016. With great features on offer, the MI mobile app continued its rise to prominence with close to a quarter of a million downloads in its lifetime.
On the whole, Mumbai Indians was the most talked about team across Facebook, Instagram and Twitter during IPL 2017, which successfully engaged fans and amplified the team’s record-breaking success on the field.