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.

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.

Blykin’ Around

A little something we did for Blyk (pronounced: Blik) – a new mobile service launched in India by Aircel.

Since it’s exclusively for the youth – no, really: you don’t get it if you’re over 24, we think (which also shattered some illusions about ‘youth’ around here, sadly) – we tried to create a unique look and tone for the service and created a video explaining what it is, apart from a demo and the website.

The video went down well and was aired on TV as well. And it stars our very own creative team!

Hope you find the service interesting (and the video too!).

The same look and tone was carried over to the Aircel Facebook page, along with a neat little contest letting people star in the video too.

Link here, s’il vous plait 🙂

And while we’re at it, wish you a great new year from the digivaasis!

A viral epidemic?

On a random google search for Shineshah (yes, like we’re the only self-obsessed ones out here), found this on a nice blog called ‘Day in and Day out‘.

This post is Perfetti and Digivaasi’s fault.

To cut a long story short ( the longer version is available on AlooTechie) is that Perfetti and Digivaasi have launched a game called Shineshah Challenge as a social media activity.

What i find very odd is the use of the term VIRAL while describing the game. I find it a bit difficult to comprehend that digitally active clients such as Perfetti and an agency like Digivaasi would be so careless in the usage of the word.

A viral is something which is created not by the people developing it but through a massive cascading effect owing to the attractiveness of the content that is being shown.  In essence it is a stamp a particular item will get if its gets popular enough such as in the case of Evolution of Dance , Star Wars Kid and so forth, or the latest video doing the rounds in connection to United Airlines.

There is nothing wrong ofcourse is promoting a viral either , though personally i believe that pure virals are ones which are promoted through word of mouth and not an advertising push , but in the context it sounds like an Oxymoron unfortunately for both parties involved , in essence its saying :-

We have a viral video which we will promote through a banner campaign – If you had a viral video , there would be no need to promote it.

(Original post here.)

Well, we must say, we agree with most of what this blogger is saying.

While it may be true that some pieces of web advertising fall in the ‘viral marketing’ category, the misuse of this certain adjective has started to go too far these days. As the blogger points out, both the clients and the agencies are at fault here, distorting the meaning of the term and generally roasting their chickens before the eggs are hatched.

Although we make an effort not to indulge in this, we do plead guilty too because the bloody word has become so entrenched in our language that it’s easy to just use it. And it doesn’t help that it makes people feel good.

Anyway, we shall take extra care before using the v-word without proper justification. And we shall certainly not be using it as a noun. The next time someone tells us they want a ‘viral’ made, we’ll just say ‘Why what? We’ll make you some shit so funny, your target audience will go bonkers laughing!’.

Unfortunately, something tells us people won’t like to hear that.

But then, that’s what makes it fun, right?

P.S.

For the record, ‘ShineShah’ has been around for a couple of months before the media promotion and contest began (the need for which is another debate altogether). And although we can’t provide metrics at the moment, and the benchmarks of course differ, but we think we can probably risk using the v-word for this one 🙂