The cricket season, especially IPL, stood as one of the hottest advertising and marketing seasons of the year. Every season, social media turns into a battleground, not just for fans but also for brands. Twitter, the go-to platform for the cricket-lover, naturally sees some of the most unique, innovative, and disruptive ideas during the IPL as brands push the envelope with fresh concepts and customised solutions to delight users. This IPL season, Twitter’s timelines lit up as advertisers and brands connected with emotionally charged fans who religiously followed the famed series on the platform.
For the first time in Asia, Twitter collaborated with Kingfisher to co-create a custom solution ‘Name Targeting’ which delivers personalization at scale. Kingfisher has been experimenting and investing in innovation on Twitter in the past two years. During IPL this cricket season, Kingfisher took an unconventional approach by leveraging Twitter’s big data and created personalised videos of all six partner teams at IPL and posted them from @kingfisherworld as a token of gratitude for the fans’ support.
The brand made use of Twitter's rich archival data to bring fans closer to their cricketing heroes, showcasing videos of the IPL teams they support, personalised with the mention of their names. Twitter partnered with NetBase to identify the most popular names of fans for each of the IPL teams Kingfisher sponsors as part of the campaign development.
Samar Singh Sheikhawat, Sr. Vice President- Marketing, United Breweries, remarks, "This is the second year in a row that we have partnered with Twitter for the cricket season and this has been our most innovative year yet. Using Twitter's big data, we were able to identify top fans for each of our partner teams on Twitter and deliver unique video Tweets created with the popular players of respective teams. These were then personally Tweeted to the most ardent fans of these teams from our @kingfisherworld handle.”
The campaign generated a significant amount of organic appreciation for Kingfisher and the IPL teams they sponsor. Over 85,000 IPL fans were pleasantly surprised on Twitter. The brand saw its Daily Positive Sentiment increase by more than 250% on the days the Name Targeting campaign was active. Popular Indian VJ Nikhil Chinapa was one such lucky fan who actively engaged with Kingfisher amongst the torrent of tweets that expressed their delight at receiving the extremely personalised video cards that had top players speaking out loud the fan’s name and tweeting it to their personal handles.
“The Name Targeting campaign leveraged Twitter's public, live, conversational platform to pull data and deliver personalisation at scale. The response has been extremely positive, and it has fostered our relationship with the partner teams and cricket fans. We were able to bring to life our ‘Divided by Teams, United by Kingfisher’ campaign thought with this unique initiative", added Samar Singh Sheikhawat, Sr. Vice President- Marketing, United Breweries.