Pepsi Tweet20: The thrill of playing cricket + the fast-paced fun of Twitter
From hamlets in Bengal to skyscrapers in Mumbai, cricket is India’s one universal passion.
Pepsi was a sponsor for the T20 World Cup, 2012. To establish their association, they wanted an engaging and
memorable experience for fans.
We thought: why talk about cricket, when you can play it? So we created the first cricket tournament played on Twitter.
It was a simple idea: Pepsi tweeted balls. You could @reply with shots and score runs.
The Twitter gaming module tracked all tweets and calculated scores in real time.
The Twitter API-enabled web and mobile sites let you tweet too, and see your scores LIVE.
Over 9.6 million impressions
#pepsiT20 was a top 10 India trend for 8 days
Attracted 11000 people
Avg. time spent on site: 17 minutes
Zero media spend