Categories Name : Channel/Media Strategy

Sub-Category : Use of Social Media

Entry Name (Campaign) : Dekho Wicket Se Cricket

Results

In India, cricket is a religion. Whenever there’s a match, millions watch it from wherever they can. From the stands to busy markets and even tree-tops, no seat is out of bounds. This World Cup, Thums Up wanted to give India a chance to watch cricket from the most thunderous seat ever. Through a simple scan of the Thums Up can, fans could access the ‘Stump Cam’; a camera placed right in the middle of the pitch. It was the most thrilling place to watch cricket from. Within 24 hours, the most epic moments of the match from the most exciting angle, were available for the fans to enjoy. All people had to do was pick up a Thums Up, scan the pack and they could watch cricket from the wicket. The microsite traffic during the campaign was 11Mn+. The hashtag #DekhoWicketSeCricket had a reach of 26Mn+ people. The campaign got 500% spike in the engagement across platforms like Facebook, Instagram, and many more with 42.20L+ engagement across platforms. Thums Up increased the gap with its closest competitor, Pepsi cola India by attaining 5X of the market share.