Pepsi Tweets a Ball. You Tweet a Shot – How simple was it to come up with Pepsi Tweet 20?

While it was pretty easy to give birth to the idea of a first ever cricket game on Twitter, it as sheer stressful to bring it to total perfection. If you’d ask me, I’d say, Pepsi Tweet 20 wasn’t a Twitter miracle. It was fated for the response that humbled and bowled us over. While ideating on Twitter 20, the first thing that struck me was, we should aim to give the audience a taste of real cricket. Instead of just pushing a win-win situation like all the other brands on Twitter. A chance to win a ticket to see the ICC T20 World Cup in Sri Lanka was maybe a 20% of the total Tweet 20 experience. Or maybe even less.

Tweet 20 was a way to give the users the full authority to play their shots, and be rewarded accordingly. Integrating a unique hash tag in every ball-batting tweet meant that Tweet 20 will gain momentum in a very natural conversational way. Without striving much in the path of promotion, Tweet 20 became a game that thrived as being sheer entertaining, tactical and one-of-a-kind. People played to win matches, they got addicted in no less time.

Cricket has never experienced such thrilling encounters and ends before T20, where every ball counts. With Tweet 20, we wanted to keep it that ways. A user has to come to our dashboard page, figure out the basics of the game, use his cricketing knowledge to select the batting shot and check how far he hit the ball (on a wagon wheel). All in one go. Three consecutive sixes grant one a free sixer that can totally change your score. Hitting balls with more accuracy will increase one’s Skill Rate, which will aid to better bat and ball connections in the latter part of the game. Pepsi’s connection with the impatient youth fits in perfectly with the format of the real T20 and our Tweet 20, where you stay updated with your game, all the time, even on the go (with our Mobile version of the dashboard).

While the main idea was to make Tweet 20 a phenomenon on Twitter, we understood that better gameplay statistics would make the users come back for more. And that’s what happened in the course of Tweet 20. Nearly all our users visited the dashboard to have an upper hand in the game, instead of smashing their shots via Twitter. Even though the users had to perform certain in-game tasks via Twitter to win daily goodies and surprise tickets, the real contenders always came back on the dashboard for a tactical advantage. Thanks to the lively and better than real looking dashboard.

Every one-of-a-kind idea needs you to take that extra bit of stress, but once Pepsi Tweet 20 was crafted out, it was pure fun. It was so much fun playing it, that even I hit the ground for 7-8 games straight. To have pleased and electrified so many users following the Pepsi India handle is a joy in itself. People who were involved in this project ate, drank and slept Tweet 20 for some days. And that’s why I can honestly say, I have never been involved in such a killer campaign before.

 

If you are interested, watch the case study.

digiVaasi Becomes The First Indian Digital Agency To Win A Merit At One Show Interactive Awards

 Best Use of Social Media” for Pepsi Tweet20 Campaign
Digivaasi,  has been conferred with a Merit at the One Show Interactive Awards-2013, for the “Best Use of Social Media” for the Pepsi Tweet20 campaign – making it the first ever digital agency from India, to have won this honour.  One of the most prestigious global awards in the world of advertising, One Show Interactive announced the winners, across categories, for 2013, at a ceremony following a cocktail reception, on the 10th of May 2013, in New York City.
The innovative approach and smart use of social media in the Pepsi Tweet20 campaign, has been winning the four-year-old agency praises from both the audiences as well as the industry. Just a month before winning this merit, Digivaasi bagged a Bronze at Goafest 2013, for the same campaign.

Launched for the first time during the T20 season last year, it gained immense popularity with the audiences and Pepsi Tweet20 surfaced as one of the most successful social media campaigns. The campaign recorded over 11,000 tweets, resulting in more than 9.6 million impressions; Twitter had “PepsiT20” trending as a topic for 8 days. And, all of this was done, without any media spends – hence, transforming the campaign into a smashing success.

 Prabhat Bhatnagar, Chief Creative Officer, Digivaasi, said, “India’s love for cricket has remained unprecedented. This, and the fact that India has a fast growing social media audience, was the sponsoring thought behind PepsiTweet20. It is an honor for us to have received awards of such prestige. We at digivaasi, are committed to crafting and facilitating the best possible Digital experiences, while remaining in pursuit of innovation.”

 Homi Battiwalla, Senior Director, Marketing (Colas, Juices and Hydration), PepsiCo India, said, “At Pepsi, we are always looking for exciting experiences for our target audience both on-line and off-line. Pepsi Tweet20 is one of the most exciting concepts that we have seen on Twitter globally. It received a fantastic response last year. With the Pepsi IPL our endeavor is to take the fan experience to the next level and Pepsi Tweet 20 is playing a big role.  We would like to congratulate our partner, Digivaasi for coming up with a winning idea, executing it flawlessly and winning accolades for the same.”

 Looking at the countless accolades that the Tweet20 campaign won last T-20 season, Pepsi has once again launched this “One show Interactive Merit award” winner campaign, on a larger scale- in a better form during the on-going Pepsi IPL.

Read Story atBusiness-standard.comBestMediainfo.comYahoo.comMsn.com

Two-facebook?

People running a Facebook page (social media managers are people too, you know) must have noticed something odd recently. On every update, Facebook tells you that you’ll only reach about 15% of your audience. If you want more, there are easy, conveniently highlighted options to pay up.

This is not a small change. There’s a great run-down on this on a blog called Dangerous Minds. You can read it in full right here.

Paying to reach an audience on which brands have invested time and money already (via FB ads, among others), doesn’t sound like a good deal. And for most pages, the economics won’t make sense either.

It’ll be terribly interesting to see how this will pan out, and how brands will cope with it.

The traditional defense of Facebook is that their secret-sauce algo filters out brand updates so as to not pollute peoples’ newsfeeds with less relevant information. A great reason, putting the users’ interest first.
Except that it falls on its face when they say they’re okay with polluting if someone pays for it.

We’ve said it before though, even when it was free:
http://blog.digivaasi.com/2011/11/a-community-of-dunces/

The Internet was always social.

If you’ve spent any amount of time looking at analytics data for a website, you’d have noticed something called “Direct Traffic”. In our experience, most websites without media support tend to have ‘Direct’ as the biggest source of traffic, by far.

Most social strategies are built around driving traffic from Facebook or Twitter, ignoring this chunk. Many believe ‘direct’ means people are coming directly by typing the url.

Come on. If you think about it, the average person typing

www.yourbrand.com/yourlatestcampaign
sounds, well, a bit of a stretch.

Turns out, ‘direct’ is much more, and it’s social in a sense that preceded social networks.
When there was no Facebook, we still shared sh** on the internet. And we still do. In the end, it comes down to how cool your sh** is. Not the channel where it’s shared.

This wonderful article on The Atlantic explains what exactly it all means.

Pepsi Tweet20

After many, many sleepless nights, esp. for our tech wizards, our latest campaign is live.

It’s the Pepsi Tweet20 – the first ever cricket tournament played on Twitter!

The idea is simple: Pepsi tweets a ball. You tweet a shot. The right shots get you runs.

But behind the simple idea, there’s a complex gaming engine that lets thousands of people play simultaneously by tweeting shots. It keeps track of every tweet, matches each ball with the right shots to calculate runs, and shows you the score in real time on the website.

You can play by tweeting on your desktop, phone, tablet … any twitter client really. You can also play right from the website, where you can see your live scores, stats, bonus shots and a lot more.

Here’s a little video explaining how it works.

The Tweet20 tournament will have 24 matches, and 6 winners will fly to Sri Lanka with Pepsi to watch the real action live.

From the very first match, #PepsiT20 has been featuring in the top 3 trending topics in India.

Check out the campaign on the Pepsi Tweet20 website.

Arrogance or insecurity?

There is a famous quote that’s attributed to everyone from Gore Vidal to Genghis Khan to Maurice Saatchi. (At least Saatchi is misquoted on that, as the inimitable Dave Trott pointed out on his blog.)

Here’s the quote: “It’s not enough to succeed. Others must lose.”

It seems that many people working in digital marketing have taken that quote a bit too seriously.

You can’t go to a meeting or a conference these days without someone proclaiming how everything has changed forever, how digital has transformed our species and how mobile is going to change everything again.

Somehow, it isn’t enough that a digital or social or mobile campaign does well. It is invariably made into a case study of how everything else is dead.

Since we live in an age of aphorisms, and one of our favourite things these days is images with insightful quotes easily shareable across our social graphs, here’s something to think about.

What if we *don’t* need a community?

Depending on who you’re talking to, it may sound preposterous, hypocritical, ignorant or just plain dumb. But it’s always, always a whole lotta fun.

Now, this is kind of tricky territory for us, because some clients have been known to find us too thick or too non-serious when it comes to the wonders of social media. (Maybe they’re right?)

But every time we’re in a meeting, or a pitch or something, with people talking about how a “strong, engaged community” is the single most important objective for the brand, we’re just waiting.

Waiting to utter the simple question that instantly transforms the atmosphere and provokes a reaction from every single person.

“Why do we need a community?”

But seriously. We sometimes really don’t understand. And community mostly means a Facebook page.

Maybe it’s a good idea if you’re, say, an ecommerce business (promos, CRM). Or a bookstore (passionate, niche, local audience). But what if you sell bluetooth headsets? Or washing machines? Now we don’t have any research, but we just wonder if people out there are dying to have conversations about washing machines.

“It’s an excellent way of keeping people engaged with the brand over a long term.”

Is it?
In May 2011, Eminem had over 41 million fans. Which is about 41 million more than most brands do.
But the core fans – who interact with the page more than the average (which is usually once) – were 575.

That’s 0.001%.

And that’s Eminem. People generally tend to love him a bit more than their washing machines.

Also, the way Facebook works is poorly understood. Most people consider the million or so fans they have as a captive audience of minions waiting to hear the brand’s message and scream ‘Wah-wah, wah-wah’.

In reality, it’s nothing but an illusion. Unless you have actively interacted with a page – continuously over time – Old Zuck’s secret (dubiously acquired?) algorithm will make sure you never see its updates again.

In reality, about 96% of fans will never visit the page again, after liking.

In reality, links posted by pages get 0.00093 clicks per fan. That’s roughly 1 click for every 1000 fans.

It all comes down to how different, interesting, relevant and creative you can be. And how meaningful your message is.

For an average page, there’s hardly any point.

But let’s just forget all about it. Let’s assume we did have a community of a million people, eager to listen to what a brand had to say. What will we say then? How will it help? Even if we post cat videos and pictures of Aishwarya’s baby and keep a million fans hooked, will they buy our product because of it? Will it have any effect at all?

And then comes the big one. The one that clears the fog of confusion and lets in a bright ray of light to illuminate our befuddled faces.

“Let’e be clear about our objectives here. It is not sales. It’s brand salience, consumer engagement and long-term relationships.”

Ah. Why didn’t you say that earlier? Of course, it all makes sense now.

As usual, we apologize for the silly questions.

*Sources:

http://mweigel.typepad.com/canalside-view/2011/09/fashionable-yet-bankrupt.html

http://www.marketsentinel.com/blog/2011/08/can-facebook-work-for-brands/

http://techcrunch.com/2011/11/14/page-post-ctr/

Killed the microsite? Now blame the apps.

Much has been said about the once-mighty microsite and its fall from grace, but this little post at BBH Labs hits where everyone misses.

But as with all great ideas, there were thousands of bad executions, wasting clients’ money with little to show in scale or engagement as a result … If you make something great, they will come (or watch). Otherwise, they won’t.

The latter part of the latter sentence really is the key. Everyone seems to be convinced these days that nobody will ever visit their microsite and every idea should be based entirely where the “fans” are.  So what are your top 5 favourite branded Facebook apps, by the way?

The same kind of blanket rejections extend to “virals” these days. Sadly, amongst our marketers and agencies, there seems to be a firm belief that what they themselves like to refer as ‘virals’ don’t work anymore. It’s all too common to hear something like , “Oh those Sholay-type virals? People are not interested in those now.” We often succumb to the urge to ask which research study they are quoting. We owe this attitude to the ‘thousands of bad executions’ too, each with a horrific, banal Rajnikant parody.

Anyway, the point of course remains the same. Create something truly excellent, and people will watch. With or without Gabbar Singh.

(Thakur, on the other hand, is a 100% guarantee for success.)

Hey, relax. We’re just being social.

We’re proud to unveil our latest strategic innovation: our unique social media roadmap to help your brand connect with consumers like never before!

The revolutionary new strategy is based on the 3 pillars of the social ecosystem:
Widecasting of content
Transformation of media
Friendly social connections

Yes, it’s a joke.
But believe us, with a little work, it won’t be impossible to pass this off as serious document.
It would be funny, if it wasn’t so sad.

***********

It’s hard to escape the hoopla around it.
Depending on who’s on the other end of table (and often their hairstyles and spectacle frames) it’s either the most overrated, useless piece of junk or the future of marketing, hell, of mankind itself.

In such a scenario, for a digital agency to say that they don’t ‘get’ it may be seen as the ultimate faux pas.
Well, being uninformed might just be better than being misinformed here.

So, yeah … we’re no social media gurus (Although we’d love to be … watch the video below).

Our social media strategy, approach, or whatever it’s called, can probably be described in a single sentence.
Use common sense, and a bit of creativity.

The way we see it, it’s just talking to people (even if they’re called tweeple, or some such travesty of the Queen’s language).
So, common sense mostly involves respecting those people and saying something meaningful.
And of course, saying it in a different, interesting way (that’s where that old-fashioned creativity kicks in).

What also confuses us is why social media is defined as facebook and twitter these days.
You know something is wrong when meetings begin with ‘What are we doing on facebook?’ and, ‘We can’t ignore twitter any longer’.
Well, we’re looking at our friends’ friends’ Thailand holiday albums on facebook, and we believe twitter is coping just fine with our continued cold-shouldering.

Don’t get us wrong. We’re not dissing anything here, nor are we trying to look like smart-asses.
It’s just that even with our limited knowledge of the wonders of social media magic, we can tell you that Your-Product-Ville is not always the right answer. Just like nothing else is.

Maybe it all sounds like a load of uninformed blabbering (which it may very well be), but hey, we’re learning.

But if you secretly admit you don’t know jack about it either, don’t let it stop you from creating super-awesome presentations to impress your clients/bosses.

Here’s a handy tool to do just that:
http://whatthefuckismysocialmediastrategy.com/

Finally, why we’d love to be social media gurus: