Champions Mumbai Indians attracted over 83 million engagements across various digital platforms during the IPL 10, which ended last month. Mumbai Indians, who had defeated Rising Pune Supergiant in a thrilling final at Hyderabad, to clinch their third title, topped the table and broke records on the digital front, a media release said today. A social first digital strategy yielded rich dividends for Mumbai Indians as they attracted over 83 million engagements across Facebook (50M), Instagram (29M) and Twitter (3.95M) — topping the charts across all IPL teams this season, it said. MITV, the team’s inside access video platform available across social platforms, website and the official apps notched a record 92M video views across multiple platforms in addition to 62M views on Instagram Stories. MITV served content which gave fans inside access to the IPL champions’ training regime, post-match celebrations, travel journeys amongst others. The Mumbai Indians music video notched a mammoth 5.5M video views on Facebook which resulted in 3.7M minutes being consumed by MI fans across the world, said the release.
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MI also recorded the most number of mentions on Twitter of their primary hashtags #CricketMeriJaan and #MIdrawing over 318 thousand and 350 thousand mentions respectively. Mumbaiindians.com garnered 680 thousand unique users consuming 4.8M page views over the course of the season, said the release.