New Delhi: Created by the internal social media team at BharatMatrimony, the contextual and topical marketing on Twitter marries cricket and relationships to do cool stuff that resonates with fans of the game.
Riding on high consumer interest for IPL, the brand is wowing fans with “Relationship lessons from cricket”, IPL humour” and “Cricket and relationships” besides creative content on interesting match moments.
BharatMatrimony has always been riding on social trends and creating trends over the past 7 years. This time it launched #CricketAndRelationship #RelationshipLessonsFromCricket and #IPLHumour to integrate its service and the game. It also launched a campaign PerfectMatch that trended recently.
BharatMatrimony’s contextual marketing during IPL is winning fans
Much to the delight of fans during IPL, BharatMatrimony, India’s leading matchmaking brand, is driving social engagement through cool contextual posts, by marrying Cricket and Relationships. Leveraging on high consumer interest for IPL, the brand is wowing fans with “Relationship lessons from cricket”, IPL humour” and “Cricket and relationships” besides clever creative content on interesting match moments.
Smart, quirky and creative, the contextual and topical campaign is aimed to build a deeper connect with the audience with relatable content served when the IPL matches are on.
BharatMatrimony’s Perfect Match trends on Twitter
Riding on the IPL fever which saw 260 Million TV viewers during the first week, BharatMatrimony’s Perfect Match social campaign this week was trending on Twitter with 2150 tweets in 90 minutes. Timed perfectly, the campaign talked about what singles are looking for in their Perfect Match.
“Cricket and BharatMatrimony is a perfect match. It took 6 weeks of preparation for the contextual and topical marketing campaigns. We knew that people were going to be glued to the TV as IPL offers great relief from the Covid stress we are all undergoing. This offered a good opportunity for us to ride the buzz by sharing content that resonates with the audience. And they seem to be loving it. As a brand, we constantly look for opportunities to spark or add to a conversation,” explains Rajasekar KS, GM – Marketing at Matrimony.com.
The approach:
- Creatively integrate cricket’s nuances with relationship and marriage
- Post during interesting moments in the match
- Leverage cricketing terms
The campaign was conceptualised by the internal social media team. BharatMatrimony seems to be on a good wicket!
