Best use of Twitter in a marketing campaign
Did your marketing campaign successfully use Twitter to earn buzz around your product or service? Did your integration of Twitter into the campaign add real-time components to enhance your messages?
Winner: @TruebloodHBO Season 3 Premiere
Overview: True Blood is an HBO drama series about vampires created by Alan Ball. For the Season 3 premiere in June, 2010, the show’s marketing team launched a digital media campaign centered on “The True Blood Ultimate Fan Experience.” A midnight screening event was held simultaneously in 50 movie theaters nationwide. The show’s Twitter account shared clues for which city would get tickets next. Fans got a free screening of the Season 2 finale, an exclusive Season 3 sneak peak, and a live simulcast Q&A with Ball and the cast. One of the only ways to get a ticket was through a Facebook application where fans “played” for local tickets overnight from 6:13 p.m. to 6:13 a.m., playing on the 6/13 premiere date. Fifty “Ultimate Truebie Sheriffs,” who are fan leaders to represent each city, were chosen through Twitter after answering the tweet, “Why should you be Sheriff in your city? Tell us in 140 characters or less.” The show’s blog, Bloodcopy.com, became a Twitter microsite where users could adjust the feed to display show‐ related Twitter lists. On finale night, True Blood invited two actors active on Twitter, Kristin Bauer Van Straten and Joe Manganiello, to host a live Twitter chat at Bloodcopy.com. On‐air promotion drove fans to the microsite to chat live with their favorite characters. True Blood won a Shorty Award for #entertainment last year.
Impact: The Season 3 premiere of True Blood pulled in more than 5 million viewers, up 1.3 million viewers from the Season 2 premiere. It also beat FOX and NBC in its time slot. A replay of the Sunday night premiere later in the night had an additional 1 million viewers.
@BGConOxygen Season 6 Premiere
Overview: To mark the sixth season premiere of its Bad Girls Club reality TV series, the Oxygen network developed a new multiplatform hashtag strategy to integrate social media into all of its campaigns and spark conversation around the show’s return in January 2011. In place of a traditional tagline, #UpToNoGood was added to all creative elements for the campaign in November 2010, including posters, bus ads, and television spots. The #UpToNoGood hashtag was appended to all OxygenLive.com user tweets, and was included in Bad Girls Club copy across Oxygen.com. It was also displayed on Oxygen’s American Eagle billboard unit in Times Square for New Year’s Eve. The result: more than 8,200 #UpToNoGood tweets throughout the campaign.
Impact: The Season 6 premiere of Bad Girls Club was Oxygen’s most watched season premiere ever with more than 1.7 million viewers in total. Oxygen was the number one ranked cable entertainment network in the 9 p.m. hour among women 18 to 34, and was number two among all English‐language entertainment networks, beating out CBS, FOX, NBC, and the CW.
@nyjets Playoffs Sweepstakes
Overview: On January 3, 2011, the New York Jets football team launched a “Follow Us” sweepstakes to send one fan to each round of the NFL playoffs for as long as the Jets remained in it. Fans entered the contest by visiting a mini‐site, following all the Jets players on Twitter, and completing an entry form. The sweepstakes was sponsored by PepsiMax for the first two rounds of the playoffs and by PepsiMax and JetBlue during AFC Championship Week. Fans who signed up to follow the team followed the sponsors automatically as well, and each sponsor was included as a hashtag in an automated tweet generated by following the team.
Impact: The sweepstakes had approximately 36,000 entries. During the three weeks it was involved in the campaign, the Pepsi Max Twitter account’s followers nearly doubled, increasing by 47%. The hashtag #PepsiMax was auto‐tweeted 3,780 times for approximately 567,000 impressions. The Jets Twitter account followers increased by almost 20%. The team now has more than 117,000 Twitter followers, the most of any NFL team.