#ThankYouSachin: 3 million tweets, digigraph viewed 4 million times

  
Twitter revealed that the #ThankYouSachin campaign run by BCCI on Twitter generated over 3 million tweets. As part of the campaign, BCCI handed out a digitally autographed image of Sachin Tendulkar to any Twitter user who made a tweet mentioning BCCI's Twitter handle and this particular hashtag.

In a blog post at Twitter, the company's India chief Rishi Jaitly added that the digital autographs were viewed over four million times.

"Fansover the world took to Twitter to say #ThankYouSachin, honoring cricket legend Sachin Tendulkar as he finished his storied, 24-year career," said Jaitly.

#ThankYouSachin was used not only by common Twitter users but also celebritiesMahendra Singh Dhoni.

On November 13, Sachin acknowledged the campaign. "I am really touched with #ThankYouSachin messages. Your supportthese years have inspired me to give my best," he wrote on Twitter page. The tweet was retweeted over 16,000. According to Twitter, this makes it the most retweeted tweet for India.

Jaitly also highlighted that international sports startsLewis Hamilton and Roger Federer used their Twitter page laud Sachin on his sporting achievements.

#ThankYouSachin was, however, not only used by Twitter users to get digitally autographed image of sachin. It was also misused by some users.

The campaign was handled through an automated process. Once a user had tweeted to BCCI using the #ThankYouSachin, he received an automated reply along with Sachin's image that was automatically generated. Some users modified their Twitter user names by including abusive Indian terms in their Twitter handles before tweeting to BCCI. This resulted in automated repliesit looked as if BCCI was abusing the Twitter user.

Some of these Tweets became viral and were shared on social media sites, forcing BCCI to take corrective measures. BCCI later deleted these 'abusive tweets'.

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