Mumbai Indians winners on social media

MUMBAI: As the Indian Premier League ( IPL-4) draws to a close, Mukesh Ambani-owned Mumbai Indians (MI) have gathered the most amount of support across social media platforms followed by liquor baron Vijay Mallya's Royal Challengers Bangalore (RCB). According to a report by NM Incite, a Nielsen McKinsey company, among the players, Indian skipper MS Dhoni has emerged as the most discussed player on social media websites with the West Indian star Chris Gayle taking the second spot. Interestingly, Dhoni's Chennai Super Kings (CSK) beat Gayle's RCB in the playoffs to book a place in Sunday's final.

On the brand front, Samsung, Vodafone, Cadbury and Volkswagen top the list of brands which were the most talked about on blogs, discussion boards and online forums, said the report which was shared with TOI.

"In this edition of the IPL brands have created campaigns that are capable of engaging the digital consumer effectively. We find that this triggers positive buzz which can result in increased purchase intent," said Adrian Terron,VP, Nielsen.

Although, social networking websites like Facebook and Twitter have become part of every brand's marketing strategy, blogs and forums have also been used by brands increasingly, said the report. The report was generated by analyzing data collected by monitoring social media channels from the start of the tournament till May 13.

Samsung, which ran television campaigns during the IPL for its smartphone, Galaxy Tab, as well as its 3G phone, Hero, backed it up with increased online activity in this year's tournament. It also advertised during the live streaming of IPL matches. "Given the committed viewership that the IPL generates, we used the platform to launch five new campaigns so that we could generate the visibility as well as create awareness around these products online," said Ranjit Yadav, country head, Samsung Mobile & IT.

While CSK captain Dhoni was the most popular on international forums, the domestic blogs and boards had RCB's Gayle topping the charts. Indian and international players were a part of the list of players leading online discussions with Sachin Tendulkar and Sourav Ganguly featuring on it.

"When compared to the World Cup, brands haven't necessarily managed to draw similar linkages between themselves and the players that endorse them this time around," said Nielsen's Terron. Besides, the Mumbai and Bangalore teams, CSK and Shah Rukh Khan's Kolkata Knight Riders (KKR) were also able to create a sense of community online. Even the two new franchises, Kochi Tuskers and Pune Warriors, appear to have garnered a fifth of social media mentions, said the report.