Extraaa Innings T20,
the flagship match analysis show for Pepsi IPL on Sony MAX & Sony
SIX have upped their ante with an innovative & unique digital
association with Twitter this year to drive viewership and engagement
for the show. Multiple
new features will be introduced on the show and will seamlessly be
integrated with the Twitter platform to make it an interactive and
enjoyable experience for viewers.
One of the most interesting integrations is “Tweet to unlock”.
Viewers of the show will have a chance to unlock exclusive, fun Extraaa
Innings T20 content on-air by tweeting with #eit20. On reaching the
desired retweet target, users will be gratified for their efforts by
getting to see the special content during the next airing of the EI T20
show. For the first time through “Twitter Mirror”
the show will use personalized photo experience exclusively from the
sets of EI T20 to allow the hosts, cricketers and celebrity guests to
tweet out candid pictures and share customized messages with viewers
through the @sonymax & @sonysix hashtag account.
Through an “interactive Q&A”
initiative, fans can also interact with the acclaimed panellists and
guests who come on the show by addressing their questions under the
hashtag #eit20. The most interesting questions asked on #eit20 will be
answered live on-air. That’s not all. Extraaa Innings T20 will showcase
behind-the-scenes in six seconds using looping “Vine Videos”
to give fans a sneak peek into the making of the show in real-time by
tweeting them out from @sonymax and @sonysix before, during and after
the show.
“In
India, Twitter has enabled our users to experience and participate in
the biggest media moments that matter to them and has become the second
screen for television. We are happy to see Extraaa Innings T20 using
Twitter to help viewers connect with the show’s talent and content in
real time and make the most of our unique mobile service." Twitter India Market Director, Rishi Jaitly, said.
Speaking on the occasion, Vaishali Sharma, VP Marketing & Communications, Sony MAX said, “Through
this unique association, Sony MAX & Sony SIX are striving to
capitalize on this popular and effective medium to draw in more fans.
Twitter works as the perfect forum to stimulate the digitally savvy
viewer. Our association with twitter will bring viewers closer to Extraaa Innings T20 through integrations that are designed to enhance their experience.”
Stay tuned to Extraaa Innings T20 on Sony MAX & Sony SIX
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