Twitter Kickstarts Logged-Off Crusade With Cricket In India
In its first orchestrated crack at reaching users beyond its walls, Twitter is turning to a massive market: India. During the lead up to the Cricket World Cup this Sunday, the company is introducing a feature that allows cellphone owners in the country to sign up to receive tweets related to the popular games. The technology comes from a company joining Twitter’s fold.
CEO Dick Costolo announced the initiative on the earnings calls last week. He claimed it would mirror the service’s aggressive push around the World Cup. “The difference will be that this time anyone with a feature phone or smartphone will just as easily be able to see and enjoy these experiences,” he said, “even people without Twitter accounts.”
As with the World Cup, Twitter is creating a new landing page tailored to the cricket tournament that is meant to keep users returning. But for this promotion, the emphasis is both on recruitment and finding new avenues for tweets — part of the company’s pivotal strategy of proving, expanding and measuring its “logged-out” audience that views Twitter content without registering.
