TenTenTen Digital Products, a Bangalore based company that creates digital assets for brands, today announced that it has collaborated with StarSports.com and Twitter to conceive and create ‘Tweeplay’, one of the first-ever on-demand video replay product for Twitter in the world.
The product knits together video content with conversations on Twitter and is an important break through for brands and marketers looking for ways to contextually and unobtrusively engage with their audience on the social network. The first experiment for Tweeplay is the Pepsi IPL Playoffs where StarSports.com is using Tweeplay to provide Twitter video replays.
The Pepsi IPL has been keenly followed on a ball-by-ball basis by fans on Twitter with almost all matches trending nationally on the social network. A user who has for some reason missed an important moment like a 6 or a wicket, can now get a replay of the event within Twitter. TenTenTen believes that Tweeplay can thus multiply viewer engagement for Twitter, StarSports.com and the Pepsi IPL.
TenTenTen has offered Tweeplay as a service to StarSports.com for the Pepsi IPL Playoffs. TenTenTen will manage the technology and product, right from identifying and interpreting a user’s request, to delivering the video playing card on Twitter. The company, incidentally, has also created and manages the hugely popular IPL Fantasy League.
Ramesh Srivats, MD & CEO, TenTenTen said, “Tweeplay is a great way for media houses to offer snack-sized content on-demand in Twitter. A lot of Twitter conversations are centered on prime-time moments. Tweeplay will enable content marketers to engage deeply with those who are immersed in conversations around content by providing the context in the form of the video. This is a great tool for marketers to engage with their audiences by providing genuine value.”
“We are very excited about launching it during the Pepsi IPL because Tweeplay combines the excitement around the tournament with the here-and-now nature of Twitter. There’s already tremendous buzz around the Pepsi IPL on Twitter. We hope that a never-seen-in-the-world-before service like Tweeplay will take this buzz to greater heights”, he added.
Aneesh Madani, Head of Sports, Twitter India, said, “For sports fans, one of the joys of using Twitter is to discover great content and re-live the best moments of the match. Tweeplay adds a delightful twist to this experience by giving Twitter users the choice to tweet and demand for video replays, like their own customized highlight reel. We are investing in making sports more ‘Twittery’ in India and by bringing this unique product to life, TenTenTen and starsports.com have set a benchmark for innovation on the platform.”
Tweeplays will be offered for all 4s, 6s and wickets, and can be easily obtained by tweeting to @StarSportsIndia. Let’s say a Twitter user wants to see Pollard’s last 6. All he has to do is tweet “@StarSportsIndia #StarSportsTweeplay Pollard 6” and in a few minutes, he will get a reply from @StarSportsIndia with a video of Pollard’s last 6, that he can watch within the Tweet. For a batsman, one can see his last 4, last 6 or dismissal. For a bowler, one can see his last wicket (or specific type of wicket like bowled, lbw, etc.). For a fielder one can see his last catch or run-out.