Infosys has always been a trusted, proven and reliable partner for enterprise IT mandates. But under its new CEO, Dr. Vishal Sikka, the company acquired a whole new vision, of evolving into a next-generation technology company for the digital era.

Infosys needed a larger stage to show clients across key target geographies its capabilities in an interesting and engaging format. Tennis, the most popular game after football, was a perfect find.

Thus, in just six weeks, Infosys delivered a complete analytical engine for the Barclays ATP World Tour Finals in London. This helped fans, players and the media to see the game the way they had never seen it before. The outcomes included real-time match analysis and predictions, gamification of tennis statistics, innovative zones in stadia, tennis led design thinking workshops… for fans, players and media to devour and take delight in.

Problem Statement

Build brand connect by leveraging the partnership between Infosys Limited and ATP World Tour for providing data insights pertaining to the top 8 players during the London Finals in 2015.

Infosys is the Global Technology Services Partner for ATP World Tour and a Platinum Partner for the ATP World Tour.

Objectives

  1. Build brand awareness for Infosys Limited
  2. Tap into the conversations on Twitter around London Finals of ATP World Tour and connect with tennis fans
  3. Have at least one verified handle from the tennis fraternity follow @Infosys

Strategy/Execution

Social campaigns around sporting events are always interesting. Infosys provided key data insights to the ATP editorial team for sharing them with tennis fans during the matches.

Campaign #tag: #MoreATPwithInfosys

The insights were generated through Infosys Information Platform, the big-data and analytics solution from Infosys for getting actionable insights from structured, semi-structured and unstructured data. Each insight was turned into a Tweetpic that was tweeted out.

Some of the insights were turned into short 15-second videos that were tweeted out using the native video player on Twitter.

Being a real-time working scenario, the tweets were not scheduled and were sent out based on the course that each match took. Each tweet was promoted for short bursts of time during the respective matches, targeting the followers of the players of each match, across geographies.

The campaign ran for 7 days and the numbers really speak for themselves.

 

Infosys tweeter campaign
Infosys needed a larger stage to show clients across key target geographies its capabilities in an interesting and engaging format. Tennis, the most popular game after football, was a perfect find.

Results

  • 143 tweets were sent out
  • Over 1 million impressionsgathered
  • More than 33,800 engagementsacross the globe
  • Over 3400 profile clicks validated the campaign from a brand awareness point of view – these people wanted to know who Infosys was.
  • Over 55,000 media views meant that a mix of Tweetpics and Twitter video helped us take those amazing insights to the fans

 Campaign Cost

All this was achieved with less that INR 100,000 being spent on promoted Tweets.

Take Home

Content and context matter the most for success of a campaign. Spending money can get you quantity, precision targeting will get you quality.

Plan your content promotion strategy, it just requires taking a step back and visualizing the larger picture. Live-tweeting works extremely well to ‘own’ an event’s Twitter conversation stream.

Special Thanks to – http://lighthouseinsights.inPush Integrated Communications Pvt. Ltd.: and Infosys Corporate Digital Marketing

Cheers 🙂

Jolly Thomas

DigitalNib.com

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