+46% more youtube views than goal (2mm) - … · m. s. dhoni | csk g. gambhir | kkr rohit sharma |...

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IPL 2015 – The Real Winners

EVENT HIGHLIGHTS

Disclaimer: Figures may vary by tracking methodology and tool. Numbers reported are indicative and not actual.

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Preface

Welcome to the hottest sports league in the world! – Forbes

The Indian Premier League (IPL) has been the biggest sportingextravaganza with the highest ever viewership for cricket or anyother sport experienced in India . It was founded in 2008 by BCCI tosolve for the disconnect between cricket’s worldwide popularity andthe lack of commercial success of any domestic league. Since then,the league has grown at breakneck speed.

Today, the IPL is 1 cup, 8 teams, 120 players, 45days of excitement, 59 matches, andmillions of fans.Objective of this report is to analyze the social buzz created aroundIPL and identify the most-engaged/talked-about people, players, andbrands under various categories.

This report also showcases social strategies adopted by variousbrands to connect with fans across social media during the IPL.

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Executive Summary

As expected from a nation full of cricket fans, opening of theevent received a huge respnse on social media

IPL has been popular among women and we observed a goodshare of engagement online. SRK and AbRam being the keyconversation triggers for Kolkata Knight Riders

Social Battle Winner - Mumbai Indians

Social Star - Kolkata Knight Riders

Bollywood – Show ka Glow was seen at IPL, SRK and BachchanSr. being most influential actors on social platforms

David Warner and Dwayne Bravo held their crease, Sir RavindraJadeja saw his social index increase

Cricketing experts like Harsha Bhogle and influencers likeRamesh Srivats were actively engaged throughout the event

Yuvraj Singh was the most talked about player of IPL this season

Pepsi, with their CrashThePepsiIPL idea and aggressive socialengagement strategy, ensured they had the largest brandpresence on social. Aircel and YES Bank were not far behind

Vodafone had the maximum airtime on television, Amazon beingnext on the list

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Key Learnings

Primetime of IPL conversations extend beyond the live ‘telecast’ onTV and go on for couple of hours after midnight into next day. Thisshows that brands can join the after-match conversationshappening online for better engagement

Popularity of celebrities/cricketers/influencers, who are highlyactive on social platforms, could be leveraged by brands forimproved reach

An integrated multimedia campaign during the event can createtremendous buzz for the brands. CrashThePepsiIPL campaign wasa blockbuster

Conversations can be created smartly using the cross mediacontent generated for brands as in YES bank case

Team sponsorships can be leveraged to enhance businessproposition for brands as for Aircel

RED FM demonstrates that it is possible to create a wide reachamong real and virtual world’s viewers

IPL is truly reflective of the fact that “Cricket is one the biggestreligions in India”

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Effective use of hashtags by IPL teams such as #apunkasuperstar byMI, #idhunammaseason by CSK etc. received huge acceptance fromnetizens

The conversations around IPL started a week before the scheduled start of event. Allthanks to “India Ka Tyohar” tagline which was a huge hit. Conversations were at peakon opening day and continued in the first week, followed by a steady trend during theleague matches. The volume grew during playoffs and reached event maximumduring the final match.

IPL Overview

17.2Million

Posts Impressions#

152Billion 63.7Billion

Reach#

# Reach is the number of unique people who may see the post. Impression is the total number of potential views

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KKR RR MI KXI DD SRH RCB CSK

Male

Female

52% 54% 54% 55% 58% 60% 62% 66%

48% 46% 46% 45% 42% 40% 38% 34%

Gender Split

57% 43%

Female connected best with Kolkata Knight Riders and least with Chennai Super Kings. We can thank King Khan and Family (AbRam) for this :P

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Conversation Trace

On any match day, conversations start happening an hour before the match and peak conversations are observed after end of the match. India is a nation full of cricket experts!

Opening League Playoffs Finale

00-01 Hrs

01-15 Hrs15-19

Hrs19-24 Hrs

19-24 Hrs

15-19 Hrs

01-15 Hrs

00-01 Hrs

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Team Popularity

27CSK

19KKR

Week of 8 April Week of 15 April Week of 22 April Week of 29 April Week of 6 May Week of 13 May Week of 20 May

CSK

DD

KKR

KXIP

MI

RCB

RR

SRH

14

MI

CSK

KKR

RCBRR

KXIP SRH

DD

MI CSK KKR RCB RR KXIP SRH DD

0

5

10

15

20

25

30

MI won the IPL 8 and also the social battle followed by CSK and KKR. @MIpaltan all the way!

MI caught up with CSK in the middle of the tournament but CSK has always been talk of the town since the beginning of IPL

DD observed a steady decline in share of conversations through the course of the tournament and Royals never picked up.

% share of mentions

% share of mentions based on conversations tracked during IPL

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Most Engaged On Social

Social Star

KKR’s Shahrukh Khan has been seen as the most influential owner throughout the IPL 2015 season, followed by Siddharth Mallya of RCB.

KKR has been the most active team of the IPL season across all social channels

#2 #3 #4#1

* Ranking is done based on # of posts made across social handles related to IPL and fan/follower base

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#1


#1

#4

Sir Ravindra Jadeja has been seen as the most influential Indian cricketer

#2 #3

#4#2 #3

AB De Villiers has been seen as the most influential foreign cricketer


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#1Kamal R. Khan

Rajdeep Sardesai

Dia Mirza

#2

#3

#4

Amitabh Bachchanhas been the most influential celebrity of IPL 2015

#1Aakash Chopra

Sourav Ganguly

Mohandas Menon

#2

#3

#4

Harsha Bhoglehas been the most influential cricket specialist of IPL 2015

#1Miss Malini

Sreedhar Pillai

Rajesh Khilare

#2

#3

#4

Ramesh Srivatshas been the most active influencer of IPL 2015


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Rising Stars of IPL 2015S

hrey

asIy

er| D

D

Dee

pak

Hoo

da| R

R

Man

deep

Sin

gh |

RC

B

Axa

rPat

el |

KXI

P

* Ranking done based on the total # of mentions by users across platforms within the conversations tracked

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Brands on Social

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Approach

Following slides showcase brands who have effectively utilized theirowned assets and the IPL wave to connect with audience on socialmedia.

Ranking of brands is done based on the follower/fan base, andengagement driven by official handles of brands using relevantcontent during IPL.

We analyzed numerous posts/tweets and activity across socialplatforms to understand how these brands improved their socialscores through new and improved techniques to engage withaudience.

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#1 Pepsi

Pepsi launched a contest called #CrashThePepsiIPL and#ThisIsAdmocracy engaging millions of user by asking questions,conducting polls and showcasing their creativity, which also allowedspace for sister brand “Mirinda” to engage during IPL

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#1 Pepsi (Contd..)

Effective use of social platform like Facebook and Twitter to drivetraffic to YouTube resulted in higher number of video views (Top 3 Adscreated by users shown below)

11,57,762 views 5,02,743 views

25,16,631 views

Rajma – Upma:Definitely the winnerwith over twice thenumber of viewsrecorded by #2 video

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#2 Aircel

Aircel used Twitter, where it hasmore than half a million followers, toconnect and engage during IPL

Launched a massive campaigncalled #Aircel1Plus3 which offeredcustomers get full talk-time, A2Aminutes and full data usage for agiven recharge value. Thiscampaign was a huge success andclicked very well withconsumers/twitterati.

Along with tagging majority of theposts with popular hashtags relatedto CSK like #Whistlepodu ,#IdhuNammaSeason, they also re-tweeted many of the CSK tweets

Aircel engagedusers by askingthem to post theirpictures cheeringfor CSK to winprizes

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#3 Red FM

Red FM India ran contests duringIPL across all key socialplatforms such as#KKRGupShups on Facebookand #TheKKRSlogan on Twitter

Red FM created an exclusiveplatform—“KKR ka ControlRoom” which brought the KKRplayers and their fans together

They planned the extensivecampaign with a special focus onon-air, off-air and digital initiativesto create a connect with thelisteners across multiple regions(Red FM Kolkata and Red FMHyderabad)

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#4 Yes Bank

#YESBANKmaximum contest onTwitter garnered huge engagementduring IPL. Again, the posts were inthe form of questions.

“Who is @RakheeTandon?”went viral after the final matchpresentation ceremony whichhelped YES BANK reach moreand more people

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#4 Yes Bank (Contd..)

Sharing columns and articles written by cricket experts mainly RaviShastri and Rohit Sharma received good response on Twitter

In addition to the engagement, the display ad on TOI also gainedextra impressions.

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#5 Kingfisher

Kingfisher is one of the first brandsin India to leverage the full power ofthe Twitter ecosystem to connectand engage with their customers –be it online, mobile or offline users.

Celebrating the Good Times bygetting fans to Dubsmash to theKingfisher jingle “Oo la la la le o” isa cool idea to engage its consumersusing #UnitedByGoodTimes and#KFDubsmash.

Came up with an idea 'Dividedby teams, United by Kingfisher‘to connect with fans of all IPLteams.

Many posts were accompaniedwith videos which was aunique approach compared toothers.

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#6 Just Dial

Just dial took Facebook by stormduring IPL by effectively engagingit’s strong 3.8 million fan base

Most of the posts were in the formof questions supported byappealing creative content

Just dial was one of the officialsponsors of both SunrisersHyderabad and Delhi Daredevils.Majority of the posts were taggedwith popular hashtags such as#OrangeArmy, #Dilliboys whichamplified the reach of the posts

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#7 hotstar

Hotstar’s Facebook pagefeatured new and relevantcontent as cover photo

Frequency of posts were veryhigh and majority of the poststagged as #hotstarmoments werereal-time

Engaged the users via multipleTwitter contests such as#hotstarOfTheMatch, #Fanlogicwhich receive good response

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Brands on TV

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Approach

This section shows the conversation trend captured on most eventfuldays of Pepsi IPL 2015 and the brands who captured maximumairtime on selected match days

The most eventful days have been identified based on theconversations tracked across 4 different groups:- Opening Match- League Matches- Qualifier Matches- Final Match

Each chart has been divided in 3 (OR) 5 sections (as applicable tothe day):- Pre Match- Day Match- Interval- Day/Night Match- Post Match

And each section depicts the top 3 brands who have capturedmaximum airtime, displayed as<Brand Name (total ad duration in seconds)>

The trends are based on indexing which represents the comparativevolume of conversations happening on the day

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Top 10 Brands on TV

Total # of Ads

12,973Total Ads Airtime

59:21:11

Source: MAP

76.2

5.44.2

3.63.2

3.13.1

33

58.2

Vodafone AmazonCar Dekho TVS MotorsCar Trade Sony NetworkPayTM Pepsi CoSnap Deal Intex TechnologiesOthers

Top 10 Brands took 42% share of airtime during IPL

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Social Engagement during Live TV Telecast

KKR vs MI | 08/04/2015

Britannia (130s)

Car Dekho (120s)

Amul (115s)

Vodafone (230s)

Amazon (150s)

Tata Sky (140s)

CP Plus (70s)

Amazon (60s)

Emami (40s)

Pre-Match Match Duration Post-Match

CSK vs DD | 09/04/2015

Car Dekho(120s)

Britannia (85s)

Amul (85s)

Amazon (180s)

Vodafone (165s)

Tata Sky (140s)

Tata Sky (70s)

PayTM (50s)

Car Dekho (45s)


Conversation Volume

League Matches

Opening Match

15

7.5

0

12

6

0

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RCB vs SRH | 13/04/2015

Amazon (90s)

V-Guard (80s)

Amul (80s) Amazon (210s)

Vodafone (160s)

Tata Sky (140s)

Amazon (65s)

Car Trade (45s)

Car Dekho (45s)


Conversation Volume

CSK vs SRH & KKR vs RCB | 11/04/2015

Pre-Match

Match-1Inter-

val

Car Dekho (105s)

CP Plus (85s)

V-Guard (80s)

Lava(100s)

Tata

Sky(70s)

Vodafo

ne(65s)

Amazo

n (60s)

Gionee S7 (50s)

Car Trade (45s)

Amazon (235s)

Vodafone (130s)

Intex (120s)

Vodafone (190s)

Amazon (167s)

Snapdeal (120s)

Match-2Post-Matc

h

9

6

3

0

8

4

0


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CSK vs MI | 19/05/2015

Car Dekho (165s)

Amazon (85s)

Britannia (75s) Vodafon (210s)

Amazon (170s)

Snapdeal (120s)

PayTM (60s)

Raymond(55s)

Vimal Pan

Masala(40s)


MI vs CSK | 24/04/2015

Haywards 5000 (210s)

TVS Motors (135s)

Vodafone(125s)

Vodafone (180s)

Amazon (180s)

Pepsi Co (160s)

Amazon(65s)

V-Guard (50s)

Vodafone(40s)


Conversation Volume

Final Match

Top Qualifier Match

12

6

0

10

5

0


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About Us

Omnicom Media Group

Omnicom Media Group (OMG) is the media services and communications division of Omnicom Group Inc. (NYSE: OMC), the leading global advertising, marketing and corporate communications company, providing services to over 5,000 clients in more than 100 countries. A forward thinking media and communications company, Omnicom Media Group includes three full service, award winning agency brands - OMD, PHD and M2M and a suite of specialist media communication units. In the Asia Pacific region, Omnicom Media Group has 47 offices in 18 countries with over 4,000 staff members. Driven by a culture of innovation, collaboration, integrity, entrepreneurship and dynamism, Omnicom Media Group’s mission is to "challenge mediocrity" in a commoditised world where most media agencies are the same. This is about having a culture of creativity and constantly delivering innovation, thought leadership and ground breaking ideas. This is about providing future facing, industry leading capabilities and technologies. Most importantly, it's about having the best and most experienced talent in the business.

Over the last 5 years, no other media agency network has been awarded more Agency of The Year awards than Omnicom Media Group and its brands. This is undeniable proof that Omnicom Media Group is one of the best in the business.

To know more, visit our website www.omnicommediagroup.com

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In today’s highly competitive and consumer-centric marketplace, employing technology, data and analytics to increase growth, revenue and ROI is a must in order to create differentiation and stay on top. Real-time actionable outputs are instrumental in driving results within a highly fragmented marketplace. Annalect’s teams, tools and solutions are built on the theme of change with an eye to the future. Annalect’s approach enables a true partnership with clients where data, technology and analytics mean something to a client’s business outcomes.

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About Us

Working with numerous Fortune 50 clients from all brand categories, and drawing from the vast parent company resources of Omnicom, Annalect was formed in order to further cement our position and push the envelope within the data management, technology and analytics space. With an extensive global footprint and hubs in New York, London, Singapore and Gurgaon, Annalect brings together a talented mix of over 450 right and left brain thinkers that are pioneers in technology, digital and research.

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+46% more youtube views than goal (2mm) - … · m. s. dhoni | csk g. gambhir | kkr rohit sharma |...

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