SapientNitro Bags Bronze Effie Award for Sprite #CRICKWIT Campaign
Gurgaon/Noida/Bangalore – December 19, 2011 - SapientNitro, part of Sapient® (NASDAQ: SAPE), has bagged the bronze Effie in the digital effectiveness category for its Sprite #CRICKWIT campaign. A unique and first of its kind digital campaign for Sprite Freshology, #CRICKWIT utilized Twitter’s most popular function – the hashtag – to launch an inventive game of ‘tweet-cricket’ for the fresh thinking cricket fans active on Twitter during the IPL4 this year. The campaign was seamlessly integrated with Pitch-Invasion, an alternative cricket commentary show orchestrated by Anupam Mukherjee (aka The Fake IPL Player) and provided fans the chance to pitch their wits against cricket pop gurus on the show.
Sprite partnered with SapientNitro this year during the Indian Premiere League (IPL) season 4 to bring in a fresh taste to cricket commentary. #CRICKWIT launched as a Twitter trending topic on the 27th of April, 2011, alongside top IPL hashtags like #ipl and #ipl4. Together with Pitch-Invasion, it owned over 10.5% of Twitter chatter during IPL4, inspired some of the most highly influential tweeters to join in, and delivered an impressive 2,00,568 minutes of cricket Freshology to its listeners and participants this year. Whereas the IPL4 itself got an average viewing time of just 20 minutes with several crores spent on media, #CRICKWIT achieved exponentially more with just a fraction of money spent.
Commenting on the win, Vidhya Sankarnarayan, Director-Brand Strategy, SapientNitro, India said, “Our insight into the new social media experience of cricket inspired us to launch cricket fans as the superstars of yet another reinvention of cricket. And it ended up delivering a high quality, deeply engaging, one of its kind, people sourced campaign for Sprite Freshology that got cricket fans to write Sprite’s ads for it. Given the fact that cricket fans see advertising as the enemy during cricket season, what more can a brand ask for from its fans?”
“It feels great to win a digital effectiveness award for our work on Sprite. It is a brand that has consistently provided a counterpoint to the mainstream with pertinent repartees and a constant endeavor to live up to its effervescent identity. It is a great recognition for a brand which has always mirrored the wit and irreverence of its patrons and this time around it was once again the people who provided the spark,” added Sohini Pani, Marketing Services Sales Lead, SapientNitro, India.
About Advertising Club Bombay’s Effie Awards
Effie 2011 is brought to India by the Advertising Club Bombay. It is now a part of the India Advertising Festival.
Effie Worldwide exists to provide information regarding effectiveness and results in marketing communications. Its main priority is to educate and share with the industry (and all interested parties) its wisdom and definition of effectiveness by spotlighting great ideas that work and encouraging thoughtful dialogue about the ever-changing world of marketing communications. The Effie network has teamed up with some of the top research and media organizations worldwide to bring its audience the most relevant and first-class insights into effective marketing strategy. This has taken shape in webinars, white papers, global conferences, winner’s showcases and more.
SapientNitro , part of Sapient®, is an integrated marketing and technology services firm. We create and engineer highly relevant experiences that accelerate business growth and fuel brand advocacy for our clients. By combining multi-channel marketing, multi-channel commerce, and the technology that binds them, we influence customer behavior across the spectrum of content, communication and commerce channels, resulting in deeper, more meaningful relationships between customers and brands. SapientNitro services global leaders such as Citi, The Coca-Cola Company, Mars, Singapore Airlines, Target, and Vodafone through our operations in North America, Europe, and Asia-Pacific. For more information, visit www.sapientnitro.com or follow us on Twitter @sapientnitro.
Sapient is a registered service mark of Sapient Corporation
# # #