PEPSI TWEET20
Social media innovation.
Pop culture sensation.
A new twist on a sport loved by a nation.
A
new game
T20 cricket was a new format — fast-paced, exciting, designed for a new generation.
And the 2012 cricket World Cup was the first one in the age of social media.
As the sponsor, Pepsi wanted to keep fans engaged during the lulls.
So, we created a parallel tournament — one that fans could play on social.
Leveraging social mechanics to reach and engage fans with no media spend.
A new format to match
Pepsi tweets a ball.
You tweet back a shot.
It’s T20 cricket on Twitter.
Making the complex simple
Behind the simple mechanics was an elaborate gaming engine.
It tracked thousands of tweets every second, calculating scores in real time to create a thrilling collective experience.
The API-enabled website offered a richer visual experience for those who preferred to dive deeper into the details.
Results & credits
9.6 million impressions
110,000 players
Avg. time spent: 17 minutes
Top Twitter trend for 8 days
Zero media spend
The One Show Awards 2013
Social Media - Best use of Social
Agency: DIGIVAASI
Chief Creative Officer: Prabhat Bhatnagar
Creative Director: Laven Chauhan
Head of Art & Design: Ashima Bawa
Head of Copy: Abhishek Prasad
Copywriter: Ajish Matthew