“Madness for Cricket” Campaign for Taxi For Sure — Case Study

Madness for Cricket Campaign’s Objectives

The social media campaign “Madness for Cricket” for the brand Taxi For Sure had following objectives:

• To create a presence of the brand in the market.
• To promote the brand and recruit new customers or taxi services during the fever of IPL season 8.

Strategy of the Campaign:

• The entire campaign depended upon a series of contests on Twitter using the hashtag #MadnessforCricket.
• The fans need to tell their #MadnessForCricket and share it through the Facebook page or Twitter Handle
• Two winners would be selected who can bowl over Gautam Bhimani (Cricket commentator, Star Sports), will get a chance to challenge him on a one-on-one quiz. They can ask him anything in cricket and he will answer. If they manage to stump him, the winner will win an exciting TaxiForSure voucher.
• To increase engagement in the campaign, the videos of the two winners were also shared across Twitter.

Key Messages of the Campaign:

• Win a chance to cricket face off with @gbhimani on Mon &Tue #MadnessForSure Watch to know: http://buff.ly/1Au30Vn
• Last chance alert! If your #MadnessForCricket tops everyone else’s, you could get to take on @gbhimani face to face!

Results of the Campaign:

The results of the Taxi For Sure’s social media campaign #MadnessforCricket were:

• People engaged with the brand and participated in huge numbers.
• The tweets in the campaign have got a good response with more people commenting and re tweeting them.
• The brand was able to create a buzz for the campaign as well as the brand.

What worked in the Campaign:

After analyzing the complete case study of the social media campaign #MadnessforCricket, here are the following key points which we felt worked very well for the campaign.

• The “Cricket” theme of the campaign was appropriate to take the campaign to everyone especially during the season of IPL.
• The main focus of the campaign was Twitter as the brand realized that the maximum engagement was from that platform only.
• Adding to the cricket commentator Gautum Bhimani also encouraged the users to participate and get a chance to meet him in personal for a quiz.
• The brand did not leverage any type of content on YouTube. The organizers decided to keep the campaign centric to only Twitter.