April 8, 2013: Social media is fast becoming a powerful tool for brands across the world to connect to their target groups. Even IPL teams are also not left behind in that. Many a teams are partnering with different social media companies for brand activation. Social media is being used not only for brand activation and creating a connect with the the target group but to drive consumer behavior as well.
The latest instance has been of IPL franchise Rajasthan Royals which associated with Operation Smile. Operation Smile is an initiative which provides free surgery to repair cleft palates, cleft lips and other deformities associated with face. The campaign was designed by Ogilvy India which encouraged people to express support for the cause by tweeting. the goal was to reach one million tweets by this month end. The supporters will have to Tweet #CleftoSmile.
The primary objective of this campaign is to create awareness about available solutions though they are trying to engage with telecom majors to monetise the tweets. One of the other agenda of this tweet campaign is to make noise as to make cleft treatment as part of agenda of government.