Hello folks, it’s been a long time since we saw each other. We sincerely apologise!
But the good news is, ‘WE ARE BACK’ and we have something wonderful to tell you.
Another feather has been added to the victory hat of DigiVaasi and this time, it’s golden.
Our Co-founder and Chief Operation Officer, Rahul Bahuguna, has been conferred with
the Business Excellence & Innovative Best Practices Academia Award 2016. He was
dignified with this honour by Mr Sunil Bharti Mittal at the 18th Annual Convocation of
PGDM Students of New Delhi Institute of Management.
NDIM acknowledged the indomitable spirit of Rahul Bahuguna and awarded him for
rewriting the course of India’s growth story of the century. We at DigiVaasi congratulate
him and feel inspired to follow the footsteps of this digital revolutionary.
While it was pretty easy to give birth to the idea of a first ever cricket game on Twitter, it as sheer stressful to bring it to total perfection. If you’d ask me, I’d say, Pepsi Tweet 20 wasn’t a Twitter miracle. It was fated for the response that humbled and bowled us over. While ideating on Twitter 20, the first thing that struck me was, we should aim to give the audience a taste of real cricket. Instead of just pushing a win-win situation like all the other brands on Twitter. A chance to win a ticket to see the ICC T20 World Cup in Sri Lanka was maybe a 20% of the total Tweet 20 experience. Or maybe even less.
Tweet 20 was a way to give the users the full authority to play their shots, and be rewarded accordingly. Integrating a unique hash tag in every ball-batting tweet meant that Tweet 20 will gain momentum in a very natural conversational way. Without striving much in the path of promotion, Tweet 20 became a game that thrived as being sheer entertaining, tactical and one-of-a-kind. People played to win matches, they got addicted in no less time.
Cricket has never experienced such thrilling encounters and ends before T20, where every ball counts. With Tweet 20, we wanted to keep it that ways. A user has to come to our dashboard page, figure out the basics of the game, use his cricketing knowledge to select the batting shot and check how far he hit the ball (on a wagon wheel). All in one go. Three consecutive sixes grant one a free sixer that can totally change your score. Hitting balls with more accuracy will increase one’s Skill Rate, which will aid to better bat and ball connections in the latter part of the game. Pepsi’s connection with the impatient youth fits in perfectly with the format of the real T20 and our Tweet 20, where you stay updated with your game, all the time, even on the go (with our Mobile version of the dashboard).
While the main idea was to make Tweet 20 a phenomenon on Twitter, we understood that better gameplay statistics would make the users come back for more. And that’s what happened in the course of Tweet 20. Nearly all our users visited the dashboard to have an upper hand in the game, instead of smashing their shots via Twitter. Even though the users had to perform certain in-game tasks via Twitter to win daily goodies and surprise tickets, the real contenders always came back on the dashboard for a tactical advantage. Thanks to the lively and better than real looking dashboard.
Every one-of-a-kind idea needs you to take that extra bit of stress, but once Pepsi Tweet 20 was crafted out, it was pure fun. It was so much fun playing it, that even I hit the ground for 7-8 games straight. To have pleased and electrified so many users following the Pepsi India handle is a joy in itself. People who were involved in this project ate, drank and slept Tweet 20 for some days. And that’s why I can honestly say, I have never been involved in such a killer campaign before.
If you are interested, watch the case study.
The innovative approach and smart use of social media in the Pepsi Tweet20 campaign, has been winning the four-year-old agency praises from both the audiences as well as the industry. Just a month before winning this merit, Digivaasi bagged a Bronze at Goafest 2013, for the same campaign.
Launched for the first time during the T20 season last year, it gained immense popularity with the audiences and “Pepsi Tweet20 ”surfaced as one of the most successful social media campaigns. The campaign recorded over 11,000 tweets, resulting in more than 9.6 million impressions; Twitter had “PepsiT20” trending as a topic for 8 days. And, all of this was done, without any media spends – hence, transforming the campaign into a smashing success.
Prabhat Bhatnagar, Chief Creative Officer, Digivaasi, said, “India’s love for cricket has remained unprecedented. This, and the fact that India has a fast growing social media audience, was the sponsoring thought behind PepsiTweet20. It is an honor 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.”
Homi Battiwalla, Senior Director, Marketing (Colas, Juices and Hydration), PepsiCo India, said, “At Pepsi, we are always looking for exciting experiences for our target audience both on-line and off-line. Pepsi Tweet20 is one of the most exciting concepts that we have seen on Twitter globally. It received a fantastic response last year. With the Pepsi IPL our endeavor is to take the fan experience to the next level and Pepsi Tweet 20 is playing a big role. We would like to congratulate our partner, Digivaasi for coming up with a winning idea, executing it flawlessly and winning accolades for the same.”
Looking at the countless accolades that the Tweet20 campaign won last T-20 season, Pepsi has once again launched this “One show Interactive Merit award” winner campaign, on a larger scale- in a better form during the on-going Pepsi IPL.
People running a Facebook page (social media managers are people too, you know) must have noticed something odd recently. On every update, Facebook tells you that you’ll only reach about 15% of your audience. If you want more, there are easy, conveniently highlighted options to pay up.
This is not a small change. There’s a great run-down on this on a blog called Dangerous Minds. You can read it in full right here.
Paying to reach an audience on which brands have invested time and money already (via FB ads, among others), doesn’t sound like a good deal. And for most pages, the economics won’t make sense either.
It’ll be terribly interesting to see how this will pan out, and how brands will cope with it.
The traditional defense of Facebook is that their secret-sauce algo filters out brand updates so as to not pollute peoples’ newsfeeds with less relevant information. A great reason, putting the users’ interest first.
Except that it falls on its face when they say they’re okay with polluting if someone pays for it.
We’ve said it before though, even when it was free:
If you’ve spent any amount of time looking at analytics data for a website, you’d have noticed something called “Direct Traffic”. In our experience, most websites without media support tend to have ‘Direct’ as the biggest source of traffic, by far.
Most social strategies are built around driving traffic from Facebook or Twitter, ignoring this chunk. Many believe ‘direct’ means people are coming directly by typing the url.
Come on. If you think about it, the average person typing
sounds, well, a bit of a stretch.
Turns out, ‘direct’ is much more, and it’s social in a sense that preceded social networks.
When there was no Facebook, we still shared sh** on the internet. And we still do. In the end, it comes down to how cool your sh** is. Not the channel where it’s shared.
This wonderful article on The Atlantic explains what exactly it all means.
To be honest, we didn’t know much about them either.
But we soon discovered it’s a pretty neatly done portal for news, articles and features about the digital industry.
Their extensive questionnaire looked formidable at first, but we managed to answer it all.
So in case you were wondering who we are and what makes us tick, here are all the answers.
And don’t you tl;dr on it!
After many, many sleepless nights, esp. for our tech wizards, our latest campaign is live.
It’s the Pepsi Tweet20 – the first ever cricket tournament played on Twitter!
The idea is simple: Pepsi tweets a ball. You tweet a shot. The right shots get you runs.
But behind the simple idea, there’s a complex gaming engine that lets thousands of people play simultaneously by tweeting shots. It keeps track of every tweet, matches each ball with the right shots to calculate runs, and shows you the score in real time on the website.
You can play by tweeting on your desktop, phone, tablet … any twitter client really. You can also play right from the website, where you can see your live scores, stats, bonus shots and a lot more.
Here’s a little video explaining how it works.
The Tweet20 tournament will have 24 matches, and 6 winners will fly to Sri Lanka with Pepsi to watch the real action live.
From the very first match, #PepsiT20 has been featuring in the top 3 trending topics in India.
Check out the campaign on the Pepsi Tweet20 website.
There is a famous quote that’s attributed to everyone from Gore Vidal to Genghis Khan to Maurice Saatchi. (At least Saatchi is misquoted on that, as the inimitable Dave Trott pointed out on his blog.)
Here’s the quote: “It’s not enough to succeed. Others must lose.”
It seems that many people working in digital marketing have taken that quote a bit too seriously.
You can’t go to a meeting or a conference these days without someone proclaiming how everything has changed forever, how digital has transformed our species and how mobile is going to change everything again.
Somehow, it isn’t enough that a digital or social or mobile campaign does well. It is invariably made into a case study of how everything else is dead.
Since we live in an age of aphorisms, and one of our favourite things these days is images with insightful quotes easily shareable across our social graphs, here’s something to think about.
AdAge recently ran an article on a fascinating experiment with banner ads.
Any discussions on banner ads seem to get clouded by questionable data or entrenched beliefs.
Well, it’s quite clear anyway that they’re pretty damn far from perfect.
Whichever report you believe, if you can get anything more than 1 in a thousand people to click on it, you’re either very lucky or very smart.
Why do they perform so dismally? Probably because there are too many of them popping up in your face, and most of them are uglier than an ostrich.
But anyway, the experiment.
It basically ran a blank banner ad in different sizes across some sites, and the response it got was a bit of a surprise.
Have a look. It may not be the most valid of experiments, but it sure is interesting.
(Spoiler: It did better than Facebook ads*)
*Yes, Facebook has banner ads. Look carefully.