afaqs!

Pepsi on a game changer mode

By afaqs! news bureau , afaqs!, New Delhi | In Digital | September 24, 2012
In an extension to the on air campaign, Pepsi has launched an online cricket tournament on Twitter, where the user has to tweet to play the game.

Playing cricket on ground is common, playing it online is also usual but playing the most favourite game on a social networking site is remarkable. This time, Pepsi changes the game digitally and encourages people to play cricket on the social networking site, Twitter.

Pepsi has launched a cricket tournament, Pepsi Tweet20, to be played on Twitter. Pepsi's twitter handle @PepsiIndia tweets a ball and the followers are required to reply to the tweet with a 'shot'. The right shots help one score runs, while the wrong shots can get them out. The top scorer will bag an opportunity to watch the game live in Sri Lanka from Pepsi's dugout right on the field.

Homi Battiwalla

The digital initiative aims to create a 'na tameez' playing experience for its fans on Twitter, and takes forward the Change the Game philosophy. The initiative is an extension of Pepsi's on air campaign that features Ranbir Kapoor, Mahendra Singh Dhoni, Virat Kohli and Suresh Raina.

Homi Battiwalla, senior director, marketing (colas, juices and hydration), PepsiCo India, says, "Cricket today has become entertaining, glamorous and action packed and our latest campaign aims to celebrate the craziness of T20 cricket fans. Last year, we changed the way cricket is played with innovative shots; this year, we not only shift the spotlight to millions of fans across the country, but also change the game on Twitter. Our new Pepsi Tweet20 contest allows us to engage with our Twitter fans."

Prabhat Bhatnagar, chief creative officer, Digivaasi, the developer of the contest, comments, "This contest reiterates the craze with which India watches the sport and extends it to its fans on Twitter. While it's a complex gaming engine that lets thousands of fans play simultaneously, the actual user experience is very simple, which is what makes it addictive and fun."

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