MUMBAI: Pepsi's aggressive Rs 1.5 billion marketing pitch around
the Indian Premier League (IPL) seems to be paying rich dividends.
The food and beverage major is not only scoring over other IPL sponsors
and advertisers on-ground and television but also on social media
platforms like Facebook and Twitter.
to MEC-GroupM IPL6 Social Media Update report, Pepsi leads the conversations
with 93 per cent share primarily driven by #PepsiIPL on Twitter.
terms of chatter around TV commercials of sponsors, Pepsi's Ranbir
Kapoor and Oh Yes Abhi ads dominate with 62 per cent share of conversations.
Vodafone's Zoo zoos follow with 22 per cent while Godrej (Aamir
Khan) and Samsung are distant third and fourth at 4.3 per cent and
4.1 per cent respectively.
by GroupM's Social Hub, the weekly update will present analysis
of the social chatter around the IPL. The study covers the complete
spectrum of social media - Twitter, Facebook, blogs and message
India MD T Gangadhar said, "Multi-screen engagement is a reality
today and social media chatter is a terrific indication of how invested
we are in premier TV events like the IPL. This study throws up interesting
insights with regard to teams, players and brands and can be enormously
useful for advertisers seeking to ride the IPL wave."
it comes to IPL franchises, Mumbai Indians dominate the conversations
with a 22 per cent share of buzz, followed by Chennai Super Kings
(CSK) with 19 per cent. IPL champions Kolkata Knight Riders has
just 5 per cent share of the conversations on Twitter.
it comes to player buzz, CSK skipper MS Dhoni leads the popularity
chart with 22 per cent share. Three out of the top five most discussed
are foreign players Kieron Pollard (15 per cent), Chris Gayle (11
per cent) and Dale Steyn (9 per cent).
fourth position is Rajasthan Royals skipper Rahul Dravid with 10
per cent share followed by Master Blaster Sachin Tendulkar with
a 7 per cent share.
report says that the IPL 6 got off to a tepid start on until the
CSK Vs MI which just 43 per cent of IPL chatter that week (April
2 to April 7) happened on the day of the CSK-MI game.
national director - Social Media and Insights Karthik Nagarajan
said, "In India, prime-time television is becoming prime time
for social media as well - with sports, news and reality television
driving maximum chatter during 'air time'. Nothing demonstrates
this more than IPL6, where platforms like Twitter and FB are becoming
conversation capital and virtual stadiums during the game. The opportunities
for advertisers to join these conversations organically are priceless."