case study - how we got #prokabaddi to trend on twitter in india on pro kabaddi league's...

Case Study - How we got #ProKabaddiCase Study - How we got #ProKabaddi

to trend on twitter in INDIA!

by alivenow - digital marketing agencyJuly/August 2014

Pro Kabaddi League’s first

match was on 26th July.

But the momentum & But the momentum &

buzz on digital was

building up from May.

The League got of to an

incredible and star-

studded start! It fired on

all cylinders and the

success on digital was

mind blowing!

On digital, specifically

twitter, there were no ads,

no paid promotions, nono paid promotions, no

asking fans to re-tweet,

no contests, etc.

BUT we got

#ProKabaddi

to TREND IN to TREND IN

INDIA on

match day!

Not just trend, but trend big

time with BIG numbers! 10

million+ reach, 13 million+

impressions in 24 hours!

@ProKabaddi’s twitter

handle was also not

being promoted on TV.

So how did we get

#ProKabaddi to TREND

IN INDIA?

How did we get so much

earned media?

Without any contest or Without any contest or

promotion how did

#ProKabaddi trend?

The Answer: Comprehensive rock solid

twitter marketing & constant engagement.

- Pre-game community building.

- Building up the buzz/momentum for game day.

- Constant key-word monitoring and replying, etc.

- Replying to queries and regular re-tweeting.- Replying to queries and regular re-tweeting.

- Live-tweeting the matches as they unfolded.

- Constant engagement with fans and Kabaddi

enthusiasts pre-game and on match day.

- Constant engagement with teams, team owners,

celebrities and various stakeholders on twitter.

Numbers only got better in the first

week of the league!

48 million+ impressions and 7.8

million+ reach from 3,700+ tweets in

the first week of ProKabaddi!the first week of ProKabaddi!

Tweets from everyone!

Celebrities, journalists,

newspapers, magazines,

sports enthusiasts, twitter sports enthusiasts, twitter

influencers, kabaddi fans &

more!Sample tweets follow.

Celebs Tweet about ProKabaddi!

Fans Tweet about ProKabaddi!

Live tweeting during matches

Brands Tweet about ProKabaddi!

#ProKabaddi’s success on social media was so

incredible, that even The Economic times covered it!

(Note - ET has

made an error in

the article. 6.05

million tweets

were not sent. A

National Edition

28th July, 2014

were not sent. A

total of 6.05

million

impressions were

created with all

the tweets

related to Pro

Kabaddi in the

first 12 hours.)

In 1 week, @ProKabaddi achieved

• 48 million+ impressions

• 13 million+ reach

• Thousands of new followers

• 10,000+ tweets about ProKabaddi• 10,000+ tweets about ProKabaddi

• #ProKabaddi trended on twitter in India

• Got covered in The Economic Times for

ProKabaddi being a hit on Social Media!

Ideated & executed by alivenow for Pro Kabaddi League!

For more details about this

campaign write to us at

[email protected]

THANK YOU!

[email protected]

Visit us at www.alivenow.in to see

more case studies, and learn

more about alivenow!