As the tournament progressed, Coca-Cola released its 'Be the 12th Man' ad campaign, featuring Rishabh Pant, who was one of the standbys announced by the selectors of the Indian cricket team in April
As the tournament progressed, Coca-Cola released its 'Be the 12th Man' ad campaign, featuring Rishabh Pant, who was one of the standbys announced by the selectors of the Indian cricket team in April

World Cup: Coca-Cola taps cricket craze in South Asia to score on social media

  • The soft drinks giant said its campaign during the league matches created 4 billion-plus impressions across social media platforms
  • The brand also conducted special promotions in which 250 people won an all-expenses paid trip to London to watch the World Cup matches live

New Delhi: As England and New Zealand gear up for the title clash of the 2019 ICC cricket World Cup on Sunday, official sponsor Coca-Cola is building on its spirited advertising campaign to reach out to a record number of viewers.

The soft drinks giant, which counts ThumsUp, Sprite, Schweppes and Kinley Club Soda among its offerings, said its campaign during the league matches created 4 billion-plus impressions across social media platforms.

"Real-time contextual content creation and one-on-one communication with consumers in six languages led to 4 billion-plus impressions across social media platforms, 70 million-plus estimated reach and 160,000 conversations," Coca-Cola said in a release.

In the initial stages of the ICC men's cricket world cup, the company unleashed its ‘stock up on drinks and get match ready’ campaign, which featured actors Ranbir Kapoor and Paresh Rawal.

As the tournament progressed, Coca-Cola released its 'Be the 12th Man' ad campaign, featuring Rishabh Pant, who was one of the standbys announced by the selectors of the Indian cricket team in April.

The release of the advertisement with the tagline: ‘To be part of the team, you don’t need to be in the team’, coincided with Pant's inclusion in the playing 11 for the India versus England match after opener Shikhar Dhawan injured his thumb in the game against Australia.

Pant was flown in to join the squad as a cover for Dhawan. The commercial also featured former Team India cricketer Yuvraj Singh and a voice-over by Ranbir Kapoor.

Both the ad campaigns registered more than 180 million views on television and 200 million views on video streaming platform Hotstar, Coca-Cola said in the statement.

While a ‘Heart’ cheer button on Hotstar that was shared live during games registered more than 100 million impressions, ‘branded cards’ placed during live games on the web streaming platform garnered 360 million impressions, the company said.

"A special team was set up to create real-time contextual content, one-on-one communication with consumers across 21 cities in India and 6 languages," the company statement said.

The brand also conducted special promotions in which 250 people won an all-expenses paid trip to London to watch the World Cup matches live. A promotion rolled out to watch the finals in London received 3.9 million entries, the company added.

Coca-Cola and ICC have entered into a five-year global strategic partnership that will also cover the ICC men’s and women’s T20 World Cup in Australia in 2020, the ICC Women’s World Cup 2021 in New Zealand and the ICC Men’s Cricket World Cup in India in 2023, among other tournaments.

Coca-Cola tapped cricket's popularity not just in India but also in Bangladesh, Sri Lanka, Nepal, Bhutan and the Maldives.

In Bangladesh, its ‘Go to England and cheer for your team’ campaign received 5.4 million responses of which 60 winners were flown to England to watch matches that involved the Bangladeshi cricket team.

It ran a TV campaign: ‘England er Maati; Banglar Ghati’, or 'Land of England; Pride of Bangladesh,' and tied up with the Bangladesh Cricket Supporters Association to allow people to post content live from the stadium, while also leveraging influencers on social media platforms.

In Sri Lanka, 30 winners of its ‘From Cap to Cup’ contest were flown to England to cheer for the Sri Lankan cricket team.

Coca-Cola, which was the official sponsor of the match feeds on television, also rolled out its ‘Drink of Togetherness’ advertisement campaign on TV in that country.

It tied up with the Sri Lankan Rupawahini channel to beam Coke brand ambassadors cheering for the Sri Lankan team live from the stadium.

As the ICC Cricket World Cup draws to a close, the drinks firm said it aims to reach 100 million more fans in the two knock-out stages and the final of the cricketing tournament.

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