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 brand ideology and wanted to promote this among cricket fans during IPL4. Adoption of digital media was growing fast in India, and the brand recognized an interesting trend: cricket fans around the world were beginning to connect on Twitter to discuss their favourite game.

Sprite's agency, SapientNitro India, used this insight and Twitter's most popular function – the hashtag – to inspire a core group of fresh-thinking IPL fans and their followers to participate in an inventive game throughout IPL4. The integrated digital campaign was an instant sensation on Twitter and went on to win an Indian Effie in 2011, making it one of the most successful digital campaigns for the brand.