Pepsi Tweet20 extends IPL on Twitter

By afaqs! news bureau , afaqs!, New Delhi | In Digital | April 16, 2013
Pepsi Tweet20, was initially launched as a concept in September 2012 during ICC World Twenty20. It drew more than 12,000 fans as Pepsi followers. This time, 3,500 people have already participated.

Pepsi, the title sponsors of IPL Season 6, has launched Tweet20, a Twitter application which allows people to select their own team and play live cricket online. The app became available on April 1, with two matches everyday (of two hours each). More than 3,500 people have taken part so far.

Pepsi tweet20 Home Page screenshot

Pepsi India twitter handle (@PepsiIndia) tweets a particular type of ball (for example, Short Pitched Bouncer on Middle Stump) to which users reply with the most appropriate selection of shot. Tweeting the correct shots fetches runs and the wrong shots cost wickets. Unlocking special shots gets users bonus runs.

Besides this, users also need to complete tasks during the game which earns them Pepsi crowns. These Pepsi crowns can be redeemed for bonus skill/wickets/free hit to increase their score. Apart from winning crowns and bonuses the fans have got an opportunity to play the game with competitive level as they upgrade their skills and strike rate according to how they play. They can also select their teams.

The contest has 20 matches divided into five pools of four matches each. Each match has 12 balls (tweets). Each pool winner gets a chance to witness matches from the exclusive Pepsi VIP Box.

Homi Battiwalla

According to Pepsi, the activity is aimed at replicating the 'Oh Yes Abhi!' playing experience for its fans on Twitter. While select winners get Pepsi IPL passes, the top 5 scorers get access to the VIP box in-stadia.

What's noteworthy is that Pepsi India has got 24,154 followers on Twitter so far and this activity will help this number go up. The app needs people to follow the Pepsi India Twitter page first to be able to take part in the competition.

Pepsi Tweet20, as a concept, was initially launched in September 2012 when Pepsi was one of the global sponsors of ICC World Twenty20. The activity was successful during that time, adding more than 12,000 fans as Pepsi followers.

Speaking about the Twitter campaign, Homi Battiwalla, senior director, marketing (Colas, Juices & Hydration), PepsiCo India, says that the app "takes forward our objective of creating an unparalleled fan experience in-stadia to online and therefore, allows us to engage with cricket lovers on Twitter like never before."

Pepsi IPL Tweet20 is a part of Pepsi's one-of-many social media plans for IPL. The brand's first TV campaign for IPL starring Ranbir Kapoor captured the fans supporting multiple teams to bring alive the creative thought of 'Yeh Team Kabhi Toh Woh Team Kabhi, Par Pepsi IPL Oh Yes Abhi!'. The TVC was launched in the beginning of April and will be aired throughout the tournament.

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