Internet Social Media

More Than Updates – 5 Creative Twitter Marketing Campaigns

Nancy Messieh 22-04-2013

twitter marketing campaignsSocial 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 7 Reasons Why You Should Be Using Twitter Twitter has now been with us for seven years and counting. This was seven years to the day since Jack Dorsey sent out the first tweet in 2006, at a time when the micro-blogging social... Read More , 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 Convert Your Twitter Tweets Into A Published Book With Twournal A few years ago, I stumbled upon Twournal which can put your latest 3,200 tweets into a PDF or paperback book. When you see your Twitter content archived in one document, you gain a better... Read More . 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:

Metropole Tweetphony

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.

twitter marketing campaigns

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.


twitter marketing campaigns

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.


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  1. Kate Adams
    April 22, 2015 at 10:21 am

    I agree with you Nancy and great article!
    The Twitter-Powered vending machine blew me away

  2. Jonathan Dune
    April 26, 2013 at 6:44 pm

    G'day -
    The title of this article is misleading unless you, the author, work for Twitter. There is NO SUCH THING as "Twitter Marketing" unless you are an employee of the marketing department at Twitter. Or you are working for Twitter and selling some kind of service for marketing other businesses on Twitter with a special Twitter proprietary marketing system.

    Marketing is a system to deliver a message of benefits via a medium/media to a market user or prospect. So, you can more effectively state that you have a system for marketing a business/product on Twitter (the platform). This type of misusing of a term seems to be now rampant on the internet and elsewhere with the less informed and then spread and repeated by others who have no idea what they are speaking about.

    Just as there is no such thing as "social media." ALL media is social media! Hence, mediums are delivery mechanisms to get a message in a prospects hands like:
    > Print Media (must be read): business cards, websites, email, SMS text messaging, newsprint, magazines, postal mail salesletters, postcards, fax, Twitter, facebook or ...
    > Video Media (must be seen): YouTube videos, television, DRTV/infomercials or with sound only...
    > Audio Media(must be heard): radio, recordings on CD or compact disc, MP3.

    If you wish to be taken seriously, please use the terms properly.

    ~Jonathan Dune
    word morphologist (ole school marketer/copywriter)
    Two Comma Copy Pty Ltd
    [Broken URL Removed]

    P.S. As well, clients who speak English as a second language have repeatedly asked me why people as yourself do not seem to use the proper terminology. I have to reply that maybe you just were not aware of the confusion created when using incorrect terms.

    • Nancy Messieh
      May 2, 2013 at 7:11 pm

      Thanks for your comment Jonathan but I beg to differ. Times have changed and so have the definitions of marketing and media. To say that all media is 'social' is one thing, but you have to also be aware of how the expression 'social media' is now used in relation to social networking.

  3. Scott M
    April 22, 2013 at 11:40 am

    I just want basic twitter.Everything else is just over kill for me.

  4. macwitty
    April 22, 2013 at 9:08 am

    Next week we will get Comedy Central!!! a marketing campaign for them and Twitter with Vine. Five-day festival will feature comedy legends and young comedians. Look for #ComedyFest

  5. Tom Six
    April 22, 2013 at 2:06 am

    So this is how it's done!