Twitter product strategies for Brands: Streaming during LIVE Cricket
Here is how brands can connect with cricket fans on Twitter
Twitter is a conversational layer of the internet hosting a diverse audience, which collectively drives shared experiences and passion points.
Due to the sheer volume of passionate chatter around them, live sporting events are made more memorable and engaging by Twitter leading to a high advertising impact. 69% of sports fans surveyed on Twitter agree that it helps them feel more connected to the game.¹
When Twitter is used as a complement to a live event on TV, users show higher levels of engagement (+31%) and memorability (+35%)² than when only following it on the big screen. Hence, when paired with Twitter as a marketing mix, brands reach a larger audience by boosting the original TV ad investment—delivering both cumulative reach and engagement for marketers.
With cultural relevance being the third-largest driver for purchase, brands that are on Twitter are 41% more likely to be seen as culturally relevant than those not on the platform.³ To be culturally relevant, they can be well abreast with consumer passion points, tap active communities and participate in celebratory moments.
● The Auto-reply or the Heart/Retweet-to-Remind functionality acts as a unique personalised feature - It can be utilized by brands for setting reminders that customize tweet-notifications for the user.
Star Sports India deployed the tool during the last cricket season — the users were engaged for the opening match through Twitter reminders, which observed 80K+ veritable actions. The brand also changed its username to ‘Star Sports at 7:30 PM’ that marked the kickoff time slot for the match.
