Creative Execution

We gathered historical data from Wisden (cricketing experts) and fed it into IBM’s analytics engine. To this, we added social media chatter for every match, in real-time. These insights were then visually represented, thereby triggering meaningful conversations around data and cricket. The idea behind the campaign was to keep relevant audiences engaged throughout the tournament – before, during and after the match. So, we chose Twitter, over Facebook (despite Facebook’s bigger user base in India) because tweets are publicly view-able and appear on search results too, unlike Facebook’s walled-garden approach.

A 24/7 live, social newsroom on Twitter churning out real-time, never-seen before insights on every match that was being played. Amplified through digital, social and TV. Goals that were set and achieved within 45 days Description- Goals Set- Goals Achieved C-level prospects* - 50 - 87 C-level - 1 prospects* - 400 - 655 Overall Reach - 200,000,000- 556,235,000 Social Media Reach - 7,000,000 - 9,103,180 TV Reach - 1,59,000 - 235,000 LinkedIn Clicks - 16,000 - 16,962 SWD Mentions - 2,000 - 3,488 SWD Clicks - 5,000 - 6,000 SWD Profile Visits - 1,000,000 - 2,174,000

Objective: Make big data cool, to help IBM with a conversation starter for the analytics solutions. Insight: Business leaders still evaluate their data analytics vendors in terms of the ‘specifications’ of their offering and price; without really understanding the strength actual insights can bring to the table. Idea: To solve this problem for IBM, we chose to do it by demonstrating IBM’s analytical ability around what is perhaps the most dissected and analysed topic in India that generates a LOT of data – Cricket, thereby transporting ‘big data’ from being ‘cold’ and ‘clinical’ to ‘cool’. And what better event than the 2015 ODI Cricket World Cup, to give big data a cricket wrapper? Target audience: Senior business decision makers. Duration: 14-Feb-2015 to 30-Mar-2015