Who will win the IPL 2015 ‘Brand of the Match’
Mumbai Indians or Kolkata Knight Riders, which team are you supporting tonight? No matter which team wins the match but advertisers will surely walk away with their prize i.e. customer engagement this IPL (Indian Premier League) season. Worldigital, a digital marketing agency released a study tracking the progress of Indian brands that have successfully managed to leverage the IPL fever during the season half-way.
Britannia 50-50 has been the top scorer with campaigns such as #5050feeling and #5050ganna that reached more than 64 million people and over 132 million impressions, followed by Kingfisher, Pepsi, UltraTech and Jack n Jones, in the league of top five.
Britannia garnered 80 per cent of its engagement through Twitter and 20 per cent via Facebook. Kingfisher too followed the same bifurcation with campaign #oolalalaleo and #UnitedByGoodTimes, and reached 54 million people and garnered 159 million impression with 35 per cent engagement on Twitter and 65 per cent on Facebook. Likewise, Jack n Jones with a reach of 7.6 million and 14.7 million impressions got 75 per cent share from Twitter and 25 per cent from Facebook.
Meanwhile Pepsi with #CrashTheIPL and Ultra Tech with #BuildBeautiful received favourable response from video channel YouTube too, besides Facebook and Twitter. Also the title sponsor and third in the engagement table, Pepsi clocked a reach of 10 million and 68 million impressions. Its platforms included YouTube (45 per cent), Facebook ( 30 per cent) and Twitter (25 per cent).
Securing the fifth spot was the engineering major UltraTech which fell short of joining the double digit million club in reach at 8 million and 11.7 million impressions on social media.
The list of other winners, half-way through the IPL season, include brands such as Ola, Hotstar, Tata Bolt, Videocon D2H, Redbus.in, Daikin, and The Wood App, according to the research report.
As brands are pumping huge amount of monies in IPL, the cup is becoming not just about the ‘Man of the Match’ but also the ‘Brand of the Match.’
