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SapientNitro wins Bronze Effie for Sprite #CRICKWIT campaign on Twitter

SapientNitro, part of Sapient, has bagged the bronze Effie
in the digital effectiveness category for its Sprite #CRICKWIT campaign. A digital
campaign for Sprite Freshology, #CRICKWIT utilized Twitter’s most popular
function – the hashtag – to launch a game of ‘tweet-cricket’ for the fresh

SapientNitro, part of Sapient, has bagged the bronze Effie
in the digital effectiveness category for its Sprite #CRICKWIT campaign. A digital
campaign for Sprite Freshology, #CRICKWIT utilized Twitter’s most popular
function – the hashtag – to launch a game of ‘tweet-cricket’ for the fresh
thinking cricket fans active on Twitter during the IPL4 this year.

The campaign was integrated with Pitch-Invasion, an
alternative cricket commentary show orchestrated by Anupam Mukherjee (aka The
Fake IPL Player) and provided fans the chance to pitch their wits against
cricket pop gurus on the show.

#CRICKWIT launched as a Twitter trending topic on the 27
April, 2011, alongside top IPL hashtags like #ipl and #ipl4. Together with
Pitch-Invasion, it owned over 10.5 per cent of Twitter chatter during IPL4 and
delivered an 2,00,568 minutes of cricket Freshology to its listeners and
participants this year.

Commenting on the win, Vidhya Sankarnarayan, Director-Brand Strategy, SapientNitro, India said, “Our insight into the new social media experience of cricket inspired us to launch cricket fans as the superstars of yet another reinvention of cricket. And it ended up delivering a high quality, deeply engaging, one of its kind, people sourced campaign for Sprite Freshology that got cricket fans to write Sprite’s ads for it. Given the fact that cricket fans see advertising as the enemy during cricket season, what more can a brand ask for from its fans?”

“It feels great to win an effectiveness award on Sprite. It is a brand that has consistently provided a counterpoint to the mainstream with pertinent repartees and a constant reassertion of its effervescent identity. For a brand which has always mirrored the wit and irreverence of its patrons, this time around it was once again the people who provided the spark,” added Sohini Pani, Marketing Services Sales Lead, SapientNitro, India.

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