Social media has a reputation for serving narcissistic purposes, encouraging users to share minute details about their day that no one really wants to know. The fact of the matter is that social media tools have gone far beyond status updates. Twitter has become a heavyweight in the breaking news world, has become a way to track online trends, and is a creative outlet. You can also take your tweets offline with services that allow you to turn your tweets into a published book. Advertising agencies are at the front of the line finding creative ways to get more out of Twitter.
Whether it’s with the use of hashtags, crowd-sourcing, or simply just finding creative ways to jazz up their Twitter account page, we’ve found 5 interesting Twitter marketing campaigns from around the world. To see just how much you can get out of Twitter and how useful a tool it can be for promoting a product, concept or event, read on:
While it’s not hard to imagine Twitter being used as a creative tool for writers, you wouldn’t expect it to be used as a creative tool for musicians. But the Netherlands-based Metropole Orchestra managed to do just that with a recent campaign that not only showed just how far you can push Twitter creatively, but also managed to save their funding.
They went about this by crowd-sourcing and livestreaming an 8-hour long concert. The music was crowd-sourced by allowing Twitter users to submit Tweet compositions to create a Tweetphony. Users visited the Tweetphony website, where they could compose a twitter tune on a virtual keyboard or listen to other users’ submissions. The mini-compositions were submitted using musical letters which were then converted into musical sheets.
The orchestra playing out Twitter submitted compositions can all be seen on their YouTube channel.
Smart Car Argentina
Smart Car Argentina turned Twitter into a 21st century version of the flipbook. Instead of using paper, however, they used ASCII art and successive tweets. If you happened to already follow the Smart Car Argentina Twitter account the posts might not have made much sense in your Twitter stream. But if you go to the Twitter account and scroll down to their last tweets, you’ll find a moving image of a Smart Car driving through the city.
Ben & Jerry’s Fair Trade
Ben & Jerry’s launched a Twitter-based campaign to promote Fair Trade products. It did this in an incredibly creative way by encouraging users to donate their unused Twitter characters by promoting Fair Trade. Ben & Jerry set up a site – FairTweets - complete with a Chrome and Firefox extension. Users who participated were able to donate their unused characters to promote links or content about World Fair Trade Day depending on how much space was left in the tweet.
So how successful was the campaign? Ben & Jerry’s managed to get over 500,000 characters on Twitter dedicated to the subject of Fair Trade.
White House #40Dollars Campaign
The White House launched a Twitter campaign using the hashtag #40Dollars. Twitter users were encouraged to tweet what they can buy with $40. This wasn’t the White House’s first attempt at using Twitter hashtags to get a DC-based discussion to go viral, with conversations on immigration, and more taking place on Twitter in the past.
The #40Dollars campaign was an attempt to get a discussion going online on tax-cuts that the White House was fighting. In their own words, they described the Twitter marketing campaign as follows:
“The White House called on Americans to add their voice to the conversation in Washington, DC about why we need to extend the payroll tax cut. If Congress fails to extend this tax cut, the typical family making $50,000 a year will have about $40 less to spend or save with each paycheck. Over the year, that adds up to about $1,000.
Opponents of the payroll tax cut dismiss its impact by insisting $40 isn’t a lot of money, but that’s not the case for many families who are already working hard to make ends meet. Forty dollars buys a tank of gas or a fridge and pantry full of groceries. It covers a water bill or the cost of a prescription.”
They storified people’s responses here.
Twitter-Powered Vending Machine
Campaigns encouraging users to tweet a specific phrase or hashtag to enter a giveaway or get a freebie has become incredibly common now. A South African advertising agency, CowAfrica, took this to a whole other level by giving Twitter users a free ice tea.
How did they go about doing this? By tweeting #BOSTWEET4T to the vending machine’s Twitter account, and a Twitter-powered vending machine would pop out a free ice tea.
Have you come across any interesting Twitter marketing campaigns? Be sure to share them with us in the comments.