How Sprite Used Twitter to Stand Out in the IPL

Sprite, the soft drink, wanted to reach cricket fans in India so looked to advertise during the Indian Premier League (IPL) cricket tournament.

How Sprite used Twitter to stand out in the IPL

Preeti Chaturvedi

The 'Crickwit' campaign by Sprite during the Indian Premier League (IPL) Season 4 was a response to an interesting problem: cricket fans see advertisers and advertising as the enemy during the IPL. During TV coverage of the games, they are bombarded with ads.

Given the demand for ad space around the tournament, ad rates were rocketing and the battle to win the Indian cricket fan's attention was fierce. What could Sprite do? Outspend? Outshout? Or think fresh?

Sprite kick-started 2011 by launching 'Freshology' as its new...

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