How Infosys took Twitter engagement to a new high during ATP World Tour

Case study by Infosys, the Global Technology Services Partner for ATP World Tour aimed to build social engagement for ATP submitted under the category: 'Best Real Time Marketing' for LI Digital Awards 2017

Infosys-ATP-world-tour-2016

The Client

Infosys is a global leader in technology services and consulting. We enable clients in more than 50 countries to create and execute strategies for their digital transformation. From engineering to application development, knowledge management and business process management, we help our clients find the right problems to solve, and to solve these effectively. Our team of 199,000+ innovators, across the globe, is differentiated by the imagination, knowledge and experience, across industries and technologies that we bring to every project we undertake.

The Agency

Push Integrated Communications Pvt. Ltd.: Creatives.

Infosys Corporate Digital Marketing: Media planning, campaign conceptualized and execution.

Problem Statement

Build brand connect by amplifying the partnership between Infosys Limited and ATP World Tour for providing data insights pertaining to the top 8 players during the London Finals in 2016.

Infosys is the Global Technology Services Partner for ATP World Tour and a Platinum Partner for the ATP World Tour.

Identified Objectives

  1. Build brand awareness for Infosys Limited
  2. Focus on social engagement more than the reach
  3. Tap into the conversations on Twitter around London Finals of ATP World Tour and connect with tennis fans

The Strategy/Execution

Social campaigns around sporting events are always interesting. Infosys provided key data insights to the ATP editorial team for sharing them with tennis fans during the matches.

Campaign #tag: #MoreATPwithInfosys

The insights were generated through Infosys Information Platform, the big-data and analytics solution from Infosys for getting actionable insights from structured, semi-structured and unstructured data. Each insight was turned into a Tweetpic that was Tweeted out.

Some of the insights were turned into short videos that were Tweeted out using the native video player on Twitter.

Additional content from the London O2 Arena added to the engagement metrics.

https://twitter.com/Infosys/status/799865282156105728

Being a real-time working scenario, the Tweets were not scheduled and were sent out based on the course that each match took. Each Tweet was promoted for short bursts of time during the respective matches, targeting the followers of the players of each match, across geographies.

A simulcast was run in HD 720p through a professional camera and studio setup on Facebook, YouTube and Periscope for the results the last quarter, being the first brand in India to do so on Persicope.

The campaign ran for 7 days and the numbers really speak for themselves.

Results

  • Peak engagement on Twitter at over 13%
  • 136 Tweets garnered 1544 mentions; a 1000% brand amplification in a non-business territory
  • Over 1.6 million impressions gathered
  • 22 videos were watched over 450,000 times during the ATP London Finals 2016
  • More than 37,000 meaningful engagements across the globe
  • Tennis fans from over 180 countries engaged with the content
  • Reaching the lowest ever cost per view with the highest ever engagement rate

Observations

  • Identify your demographics during the campaign and alter it, in real time
  • Have a clear content strategy in place for any campaign
  • Content and context matter the most for success of a campaign
  • Spending money can get you quantity, precision targeting will get you quality
  • Plan your content promotion strategy, it just requires taking a step back and visualizing the larger picture
  • Live-Tweeting works extremely well to ‘own’ an event’s Twitter conversation stream