MUMBAI: With the second season of Airtel Champions League Twenty20 round the corner, ESPN Star Sports has partnered with interactive advertising agency Webchutney to engage and entertain die-hard cricket fans online.

Webchutney has added a creative spin to ESPN Star Sports‘ digital marketing for the tournament with the launch of the contest - ‘Commentweeter‘.
 
Says ESPN Software India senior director - marketing Nirmal Dayani, "Cricket is inherently social, and there‘s no better platform to target millions of fans where they‘re already active. We‘re proud to have Webchutney on board to lead our social media initiatives. ‘Commentweeter‘ is the first in a series of varied interactive executions lined up and we are confident of Webchutney‘s potential to deliver fantastic campaigns to generate buzz for ACL T20."

So what exactly is ‘Commentweeter‘?
 
Explains Dayani, "It‘s a unique concept where cricket -crazy fans battle each other on Twitter to win an all-expense paid trip to South Africa, watch the matches live, dine with their cricket icons, interact with broadcasting commentators/ legends and tweet their experiences to their followers."
Said Webchutney CEO Sidharth Rao, "The recent explosion in India‘s social media landscape has added a dynamic angle to sports marketing, as we witnessed over 8 million fans following the IPL 2010 series live on Youtube earlier this year. We are thrilled to partner with ESPN Star Sports who is keen to provide innovative digital content that is crowd-sourced and collaborative, and that‘s exactly how digital works."

"The Official Commentweeter Hunt shares the excitement around ACL T20 and induces the TG to participate, create interesting content and share it within their social networks and of course win too," added Rao.

Participants need to enter a 135-character tweet on the site about why they can be the Official Commentweeter. The aim is to gather as many votes on their tweet as they can to increase chances of winning. All participants can share their Commentweeter profile with friends on Facebook, Twitter or via email.