IPL 2015 – The Real Winners
EVENT HIGHLIGHTS
Disclaimer: Figures may vary by tracking methodology and tool. Numbers reported are indicative and not actual.
Powered by 1 Preface
Welcome to the hottest sports league in the world! – Forbes
The Indian Premier League (IPL) has been the biggest sporting extravaganza with the highest ever viewership for cricket or any other sport experienced in India . It was founded in 2008 by BCCI to solve for the disconnect between cricket’s worldwide popularity and the 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, 45 days of excitement, 59 matches, and millions of fans.
Objective of this report is to analyze the social buzz created around IPL and identify the most-engaged/talked-about people, players, and brands under various categories. This report also showcases social strategies adopted by various brands to connect with fans across social media during the IPL.
Powered by 2 Executive Summary
. As expected from a nation full of cricket fans, opening of the event received a huge respnse on social media . IPL has been popular among women and we observed a good share of engagement online. SRK and AbRam being the key conversation 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 Bachchan Sr. being most influential actors on social platforms . David Warner and Dwayne Bravo held their crease, Sir Ravindra Jadeja saw his social index increase . Cricketing experts like Harsha Bhogle and influencers like Ramesh 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 social engagement strategy, ensured they had the largest brand presence on social. Aircel and YES Bank were not far behind . Vodafone had the maximum airtime on television, Amazon being next on the list
Powered by 3 Key Learnings
. Primetime of IPL conversations extend beyond the live ‘telecast’ on TV and go on for couple of hours after midnight into next day. This shows that brands can join the after-match conversations happening online for better engagement . Popularity of celebrities/cricketers/influencers, who are highly active on social platforms, could be leveraged by brands for improved reach . An integrated multimedia campaign during the event can create tremendous buzz for the brands. CrashThePepsiIPL campaign was a blockbuster . Conversations can be created smartly using the cross media content generated for brands as in YES bank case . Team sponsorships can be leveraged to enhance business proposition for brands as for Aircel . RED FM demonstrates that it is possible to create a wide reach among real and virtual world’s viewers . IPL is truly reflective of the fact that “Cricket is one the biggest religions in India”
Powered by 4 IPL Overview
Posts Impressions# Reach# 17.2Million 152Billion 63.7Billion
Effective use of hashtags by IPL teams such as #apunkasuperstar by MI, #idhunammaseason by CSK etc. received huge acceptance from netizens The conversations around IPL started a week before the scheduled start of event. All thanks to “India Ka Tyohar” tagline which was a huge hit. Conversations were at peak on opening day and continued in the first week, followed by a steady trend during the league matches. The volume grew during playoffs and reached event maximum during the final match. # Reach is the number of unique people who may see the post. Impression is the total number of potential views
Powered by 5 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 KKR RR MI KXI DD SRH RCB CSK Male 52% 54% 54% 55% 58% 60% 62% 66% Female 48% 46% 46% 45% 42% 40% 38% 34%
Powered by 6 Conversation Trace
Opening League Playoffs Finale
00-01 Hrs
01-15 Hrs
15-19 Hrs
19-24 Hrs
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 00- 15-19 full of cricket experts! 01 01-15 Hrs 19-24 Hrs Hrs Hrs
Powered by 7 Team Popularity
MI won the IPL 8 and CSK KKR also the social battle followed by CSK and 19 14 KKR. @MIpaltan all 27 % share of mentions the way!
30 MI caught up with CSK in the middle of MI
the tournament but CSK has always 25 been talk of the town since the CSK 20 beginning of IPL KKR 15 RCB RR DD observed a steady decline in share 10 of conversations through the course of KXIP SRH 5 DD the tournament and Royals never 0 picked up. MI CSK KKR RCB RR KXIP SRH DD
CSK DD KKR KXIP MI RCB RR SRH
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
% share of mentions based on conversations tracked during IPL
Powered by 8 Most Engaged On Social
KKR has been the most active team of the IPL season across all social channels
Social Star
#1 #2 #3 #4
KKR’s Shahrukh Khan has been seen as the most influential owner throughout the IPL 2015 season, followed by Siddharth Mallya of RCB.
* Ranking is done based on # of posts made across social handles related to IPL and fan/follower base
Powered by 9 Most Engaged On Social
#1 Sir Ravindra Jadeja has been seen as the most influential Indian cricketer
#2 #3 #4
#1 #2 #3 #4
AB De Villiers has been seen as the most influential foreign cricketer
* Ranking is done based on # of posts made across social handles related to IPL and fan/follower base
Powered by 10 Most Engaged On Social
#1 #2 Kamal R. Khan Amitabh Bachchan has been the most #3 Rajdeep Sardesai influential celebrity of IPL 2015 #4 Dia Mirza
#1 #2 Aakash Chopra Harsha Bhogle has been the most #3 Sourav Ganguly influential cricket specialist of IPL #4 Mohandas Menon 2015
#1 #2 Miss Malini Ramesh Srivats has been the most #3 Sreedhar Pillai active influencer of IPL 2015 #4 Rajesh Khilare
* Ranking is done based on # of posts made across social handles related to IPL and fan/follower base
Powered by 11 Most Talked About IPL Players By Team | RR | CSK | KKR | RCB Singh | DD Kohli Sharma | MI Dhoni Rahane Gambhir Virat Yuvraj G. Rohit M. S. David Miller | KXIP David warner | SRH Ajinkya
* Ranking done based on the total # of mentions by users across platforms within the conversations tracked
Powered by 12 Rising Stars of IPL 2015 | | DD | RR Iyer Hooda Patel | Patel | KXIP Singh | Singh| RCB Axar Shreyas Deepak
* Ranking done based on the total # of mentions by users across platforms within the conversationsMandeep tracked
Powered by 13 Brands on Social
Powered by 14 Approach
Following slides showcase brands who have effectively utilized their owned assets and the IPL wave to connect with audience on social media. Ranking of brands is done based on the follower/fan base, and engagement driven by official handles of brands using relevant content during IPL. We analyzed numerous posts/tweets and activity across social platforms to understand how these brands improved their social scores through new and improved techniques to engage with audience.
Powered by 15 #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 allowed space for sister brand “Mirinda” to engage during IPL
Powered by 16 #1 Pepsi (Contd..)
Effective use of social platform like Facebook and Twitter to drive traffic to YouTube resulted in higher number of video views (Top 3 Ads created by users shown below)
Rajma – Upma: Definitely the winner with over twice the number of views recorded by #2 video 25,16,631 views
11,57,762 views 5,02,743 views
Powered by 17 #2 Aircel
Aircel used Twitter, where it has more than half a million followers, to connect and engage during IPL Launched a massive campaign called #Aircel1Plus3 which offered customers get full talk-time, A2A minutes and full data usage for a given recharge value. This campaign was a huge success and clicked very well with consumers/twitterati. Along with tagging majority of the posts with popular hashtags related to CSK like #Whistlepodu , #IdhuNammaSeason, they also re- tweeted many of the CSK tweets
Aircel engaged users by asking them to post their pictures cheering for CSK to win prizes
Powered by 18 #3 Red FM
Red FM India ran contests during IPL across all key social platforms such as #KKRGupShups on Facebook and #TheKKRSlogan on Twitter Red FM created an exclusive platform—“KKR ka Control Room” which brought the KKR players and their fans together
They planned the extensive campaign with a special focus on on-air, off-air and digital initiatives to create a connect with the listeners across multiple regions (Red FM Kolkata and Red FM Hyderabad)
Powered by 19 #4 Yes Bank
#YESBANKmaximum contest on Twitter garnered huge engagement during IPL. Again, the posts were in the form of questions.
“Who is @RakheeTandon?” went viral after the final match presentation ceremony which helped YES BANK reach more and more people
Powered by 20 #4 Yes Bank (Contd..)
Sharing columns and articles written by cricket experts mainly Ravi Shastri and Rohit Sharma received good response on Twitter In addition to the engagement, the display ad on TOI also gained extra impressions.
Powered by 21 #5 Kingfisher
Kingfisher is one of the first brands in India to leverage the full power of the Twitter ecosystem to connect and engage with their customers – be it online, mobile or offline users. Celebrating the Good Times by getting fans to Dubsmash to the Kingfisher jingle “Oo la la la le o” is a cool idea to engage its consumers Came up with an idea 'Divided using #UnitedByGoodTimes and by teams, United by Kingfisher‘ #KFDubsmash. to connect with fans of all IPL teams. Many posts were accompanied with videos which was a unique approach compared to others.
Powered by 22 #6 Just Dial
Just dial took Facebook by storm during IPL by effectively engaging it’s strong 3.8 million fan base Most of the posts were in the form of questions supported by appealing creative content
Just dial was one of the official sponsors of both Sunrisers Hyderabad and Delhi Daredevils. Majority of the posts were tagged with popular hashtags such as #OrangeArmy, #Dilliboys which amplified the reach of the posts
Powered by 23 #7 hotstar
Hotstar’s Facebook page featured new and relevant content as cover photo
Engaged the users via multiple Twitter contests such as #hotstarOfTheMatch, #Fanlogic which receive good response
Frequency of posts were very high and majority of the posts tagged as #hotstarmoments were real-time
Powered by 24 Brands on TV
Powered by 25 Approach
This section shows the conversation trend captured on most eventful days of Pepsi IPL 2015 and the brands who captured maximum airtime on selected match days The most eventful days have been identified based on the conversations 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 to the day): - Pre Match - Day Match - Interval - Day/Night Match - Post Match
And each section depicts the top 3 brands who have captured maximum airtime, displayed as
Powered by 26 Top 10 Brands on TV
Total # of Ads Total Ads Airtime 12,973 59:21:11
7 6.2 5.4 4.2 3.6 58.2 3.2 3.1 3.1 3 3
Vodafone Amazon Car Dekho TVS Motors Car Trade Sony Network PayTM Pepsi Co Snap Deal Intex Technologies Others
Top 10 Brands took 42% share of airtime during IPL
Source: MAP
Powered by 27 Social Engagement during Live TV Telecast
Opening Match
KKR vs MI | 08/04/2015 15 Britannia (130s) Vodafone (230s) CP Plus (70s) Car Dekho (120s) Amazon (150s) Amazon (60s) 7.5 Amul (115s) Tata Sky (140s) Emami (40s)
0 Pre-Match Match Duration Post-Match
League Matches
CSK vs DD | 09/04/2015 12 Car Dekho Tata Sky (70s) (120s) PayTM (50s) 6 Britannia Amazon (180s) Car Dekho (45s) (85s) Vodafone (165s) Amul (85s) Tata Sky (140s) 0 Pre-Match Match Duration Post-Match
Conversation Volume
Powered by 28 Social Engagement during Live TV Telecast
CSK vs SRH & KKR vs RCB | 11/04/2015 Amazo 9 Car Lava n (60s) Dekho (100s) Gionee (105s) Tata S7 (50s) 6 CP Plus Sky Car (85s) Amazon (235s) (70s) Vodafone (190s) Trade V- Vodafone (130s) Vodafo Amazon (167s) (45s) 3 Guard Intex (120s) ne Snapdeal (120s) (80s) (65s) 0 Post- Pre- Inter- Match-1 Match-2 Matc Match val h
RCB vs SRH | 13/04/2015
8 Amazon (90s) Amazon V-Guard (80s) (65s) Car Trade Amul (80s) Amazon (210s) 4 (45s) Vodafone (160s) Car Dekho Tata Sky (140s) (45s) 0 Pre-Match Match Duration Post-Match
Conversation Volume
Powered by 29 Social Engagement during Live TV Telecast
Top Qualifier Match
CSK vs MI | 19/05/2015 PayTM 10 Car Dekho (165s) (60s) Amazon (85s) Raymond Britannia (75s) Vodafon (210s) (55s) 5 Amazon (170s) Vimal Pan Snapdeal (120s) Masala (40s) 0 Pre-Match Match Duration Post-Match
Final Match
MI vs CSK | 24/04/2015 Amazon 12 Haywards (65s) 5000 (210s) V-Guard TVS Motors (50s) 6 (135s) Vodafone (180s) Amazon (180s) Vodafone Vodafone (40s) (125s) Pepsi Co (160s) 0 Pre-Match Match Duration Post-Match
Conversation Volume
Powered by 30 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.
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