On the launch day of the campaign, a 15-second video presented the fans with a sensational opportunity to see their Tweets make it to the confetti during the trophy-lifting ceremony. By using a clear call-to-action, Indian Super League initiated a heartfelt conversation with the audience through which they could cheer their favourite teams which further led to buzz and anticipation about the #HeroISL final match.
To reinforce the campaign, @IndSuperLeague aligned with @StarFootball, @Chennaiyin FC and @ATKFC to engage with the campaign, thereby inspiring people to act on their passion and love for the finale. To further amplify the conversation, commentators in the semi-final legs, prompted the audience to share their #TrueLove for the League.
The Indian Super League used Twitter’s biggest impact property - Promoted Trend Spotlight on the day of the finale to drive tune-ins and succesfully reach the most valuable fans at a high scale and at a moment when it mattered the most
The campaign received an overwhelming response, 40,000 tweets of #TrueLove were added to the confetti machines during the day of the final showdown resulting in one of the most unique trophy-lifting ceremonies ever.