HDFC Life is riding high on the victory of team India, during #CWC15 match against South Africa, with #MyTeamMyPride. It became the fourth highest buzz creating hashtag.
The brand aptly used the word ‘Pride’ in its hashtag, an emotion that is synonymous with Indian cricket. Though this was a match that created history, HDFC Life ushered confidence among users on Twitter, even before it started.
The odds were against India that morning, but HDFC Life started a mexican wave with shoutouts of #MyTeamMyPride. It got the fan enthusiasm to next level and they started motivating team India with various jinx breakers. Jinx breaker slogans and the final appearance of the God himself – Sachin Tendulkar, taking a selfie at MCG grounds, made team India break the jinx.
Various activities drove conversations about previous #INDvSA matches, opinions on whether India will win or lose, and the weakest and strongest players. A lot of user generated content was created. A riot of emotions were digitized using the hashtag.
On the day of the match, the brand once again fired engaging questions on user timelines. Beginning with, who will win the toss to popping out interesting questions, HDFC Life kept viewers close to the second screen. The concept of second screen gives way to two way communication. There are parallel conversations taking place between friends, brand and user, strangers with common interests and families too. These conversations were bound together with #MyTeamMyPride.
During the 1st innings, selfies were invited and the audience was asked to share superstitions. This warmes up conversations.
During the 2nd inning, the brand extended the Indian habit of prediction, online. Users were encouraged to predict the loss of wicket. While this activity accelerated responses, slogans about breaking the jinx started doing the rounds.
Emotions have always been weaved into an insurance brand’s marketing activity. HDFC Life extended this online. The return on initiative was great, considering the activity was short term. The hashtag gained immense traction.
Some important takeaways:
- #MyTeamMyPride trended twice in top 10
- 10% engagement received on the hashtag
- Over 10,000 tweets received