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May 23 2011

Sprite partners with SapientNitro to introduce Cricket Freshology


Leveraging cricket conversations on Twitter to find the new voice of cricket


Gurgaon/Noida/Bangalore – 24 May, 2011 – Sprite partnered with SapientNitro to bring in a fresh taste to cricket commentary during the Indian Premiere League (IPL) season 4, in India. Sprite launched a Twitter handle #crickwit, injecting its University of Freshology concept into the Nation’s favourite game – cricket.


Conceptualised by SapientNitro, India, the unique game of tweets is based on an inventive game of 'tweet cricket', where every re-tweet counts for a 'run', and is rewarded with a handsome weekly cash prize. The ultimate award of an LED TV is given away to the highest re-tweeted user at the end of the season.


SapientNitro has gone the unconventional route by opting out of using traditional media, and leveraging Twitter - the platform where thousands of cricket fans create a real time relay of their personal takes on each game. SapientNitro also recommended that Sprite's #crickwit contest be fully integrated with, a first of its kind online radio show featuring alternative IPL4 commentary by Anupam Mukherji (aka The Fake IPL Player, IPL3's biggest social media celebrity) and a guest list of popular cricket commentators across traditional and new media.


Commenting on the innovative marketing concept, Vidhya Sankarnarayan, Director, SapientNitro, India, says “While Cricket has reinvented itself in recent times, there have been few genuinely fresh takes on cricket commentary. Which is why we recommended leveraging the stream of high quality, user generated Twitter commentary through Sprite's #crickwit contest, integrated with Anupam's property."


Sprite recently repositioned its brand with the University of Freshology campaign. The campaign introduces the brand's new ideology through a series of ads created to inspire fresh thinking amongst youngsters to help them avoid sticky real life situations.


Highlighting the success of the contest, Sohini Pani, Director SapientNitro says “This campaign extends Sprites philosophy of fresh thinking to people by giving them a platform to actually think differently. It is all about rewarding those consumers who have a "fresh" take on cricket and it seems to have worked given the fact that the campaign #crickwit became a trending topic within 8 hours of its launch". 

About SapientNitro
SapientNitroSM, part of Sapient, is one of the world’s largest integrated marketing and technology services company. 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 behaviour 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.


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Sapient is a registered service mark of Sapient Corporation.

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