Do you think Indian social media campaigns don’t match the international campaigns then think again? The One Club, an American non-profit organization that recognizes and promotes excellence in advertising has conferred Digivaasi, a New Delhi-based creative led digital agency with a Merit at the One Show Interactive Awards 2013 for the ‘Best Use of Social Media’ for the Pepsi Tweet20 campaign. The story that was reported by BestMediaInfo shared that the prestigious global awards in the world of advertising took place at a ceremony on May 10, 2013, in New York City.
The four year old agency, Digivaasi had launched this campaign during the ICC World T20 season last year. The campaign recorded over 11,000 tweets, resulting in more than 9.6 million impressions as a result PepsiT20 trended for 8 days straight. The massive success of the campaign which was done without any media spends, was later included in the ongoing Pepsi IPL season.
Undoubtedly the ‘Pepsi Tweet20’ has been the most engaging Twitter campaign of this IPL season by Pepsi – the title sponsor of IPL 6 – that allows fans to play shots online through Twitter, and win an exclusive chance to watch the game from the Pepsi VIP Box.
The campaign stands out in comparison to other campaigns that are being run by other sponsors since it brings the gamification concept that replicates the game for a cricket enthusiast, while keeping him engaged on Twitter. And, the incentive for a fan – watching the game from the VIP Box – completes the trick.
The campaign that has won international accolades has also recently won the Bronze at Goafest 2013. Definitely a proud moment for the agency and Prabhat Bhatnagar, Chief Creative Officer, Digivaasi, had to add this on the occasion,
“India’s love for cricket has remained unprecedented. This, and the fact that India has a fast growing social media audience, was the thought behind PepsiTweet20. It is an honour for us to have received awards of such prestige. We at Digivaasi are committed to crafting and facilitating the best possible digital experiences while remaining in pursuit of innovation.”
This is the second piece of good news for the Indian social media industry this year. Very recently, Mumbai based social media marketing and digital solutions agency, Foxymoron was presented the Shorty Industry Award for its Annual Digital Strategy for campaigns in India for Maybelline New York. Foxymoron also became the first Indian agency to win a Shorty.