MUMBAI: It has emerged that brands who used social media in their marketing campaigns during this year's Indian Premier League (IPL) got the most out of their sponsorship.

That is according to XOR Labs, a digital marketing company, which examined how IPL sponsors fared on digital channels during this year's tournament that ended on 21st May when Mumbai Indians beat Rising Pune Supergiant by just one run in the final.

Based on brand engagement, brand activity and replies to customers during the IPL, XOR Labs concluded that Vivo, the Chinese smartphone manufacturer that has invested heavily this season, was the most engaging brand.

Vivo scored 26,137,992 engagements (likes, shares, comments, favourites and retweets), beating telecom giant Vodafone by a margin of nearly 4.5 million.

Make My Trip, the Indian online travel firm, came third with 20,997,746 engagements, followed by Reliance Jio, the "disrupter" mobile network operator, and then e-commerce giant Amazon.

The study also broke down brand engagement into three sub-categories – applause (likes and favourites), conversation (comments and replies) and amplification (shares and retweets).

By these measures, Vivo came top for applause, while Amazon was the best for conversation, and online booking firm BookMyShow topped the ranking for amplification.

Turning to video engagement, XOR Labs reported that, even though video content contributed just 10% to the total content posted in IPL 2017, it was this 10% that grabbed more than 85% of the engagements this season.

And it was video engagement which helped Vivo to succeed in overall engagements because a full 86% of its 26.13m engagements came from video content.

Elsewhere, the report found that Twitter was the favourite platform for sharing content during the IPL, with the micro-blogging site hosting almost two-thirds (65%) of the total content that was posted, followed by Facebook (26.7%), YouTube (5%) and Google+ (2.8%).

However, when it came to sharing videos, marketers preferred Facebook (52.7%) over YouTube (47.2%).

Data sourced from XOR Labs; additional content by WARC staff