According to Twitter, KFC was the greatest brand voice on its system this year. As a year-end wrap up, Twitter’ s brand strategy team put together a “ Best of” listing naming the brands they considered stood out in 2018. From the eleven categories — from Greatest Brand Voice to Best Release Moment — using Twitter as being a complementary strategy seemed to be a working theme among many of the brands recognized, including Heinz Ketchup, Budweiser, Marijuana Light, HBO’ s Silicon Area and the NBA.
Twitter as a launching pad. Heinz Ketchup was called the winner in the Best Start Moment category. The brand created 2 . 4 billion impressions upon Twitter during its Mayochup item launch — a campaign which was initiated after a fan Tweeted a photograph of the product from a grocery store situated in Kuwaiti.
Heinz hopped on the opportunity to turn the Twitter update into a conversation about whether or not it will launch the product in the U. S i9000. — which resulted in earned press placement off Twitter — plus led to an official product launch following a Twitter poll received more than 930, 000 votes.
Desire #mayochup in stores? 500, 000 ballots for “ yes” and we’ ll release it to you saucy Americans.
— Heinz Ketchup (@HeinzKetchup_US) April 11, 2018
Twitter as being a complementary strategy for events. Anheuser-Busch brands Bud Light plus Budweiser were both recognized by Tweets. Bud Light was named the particular as the Best Way to Fuel Enthusiasts brand for its #DillyDilly campaign that will complemented the brand’ s formal Super Bowl TV spot.
Budweiser’ s Twitter strategy for this year’ s World Glass event was noted as the Big show Activation strategy. The brand had been recognized for being able to, “ … complement big cultural events plus drive rich conversation around all those moments. ” Twitter reports Budweiser was the most mentioned brand throughout the World Cup event — producing 115 billion impressions.
Budweiser also implemented a special voting platform designed by Twitter that will allowed fans to vote for that “ Man of the Match” for each World Cup competition during the competition.
Best usage of Twitter in an experiential marketing campaign. Another brand that was pointed out for using Twitter as a supporting strategy was HBO’ s Silicon Valley. The cable television show obtained the Best Digital to Physical Service honor for a campaign that included delivering pizza to viewers’ front side doors. Twitter said HBO could bring the “ magic of Twitter” into real life by converging electronic and experiential.
“ On the premiere night of Season five, HBO used Twitter to turn the plotline into reality for fans. Audiences could experience ‘ SliceLine’ simply by tweeting #SliceLine and the pizza emoji to have a pizza delivered right to their house, ” said Twitter.
The brand strategy team known as HBO’ s move a leading example of how a brand can combine a digital concept with a physical service that engage fans by providing a real experience.
Getting influencers into the conversation. Winning the Best use of Creators prize, the NBA on TNT had been recognized for its ability to leverage influencers and creators on Twitter. The particular brand recruited local artists through NBA cities like Boston, La and Portland to create artwork influenced by their NBA teams. The art work was then shared on NBA on TNT’ s social media balances, the artists’ social accounts, plus featured on billboards and other OOH ad channels in the respective NBA team cities — designing the Twitter strategy supported by nearby advertising.
Why should you care. Selected simply by Twitter’ s own brand technique team, the company’ s “ Best of… ” list is just not a ranking of the most successful Tweets brand campaigns, but instead, a gather of the more notable campaign accomplishments on the platform. What is interesting with regards to marketing strategy is the number of brands that are using the platform as a complementary technique — from Heinz using an one Twitter thread to initiate a whole product launch campaign to the NBA taking Twitter content offline meant for OOH advertising in various cities across the nation.
Twitter’ s listing shows how savvy marketers have found new and unique ways to power Twitter campaigns so that they boost outcomes across the board and seamlessly organize with strategies happening off the system.
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