Best Use of Twitter in a Campaign
Twitter has been around since 2006, but brands have only recently started to unlock its potential. This award honors the smartest, most effective, and most creative marketing Twitter-based campaigns. Describe how you integrated Twitter into your campaign, how it enhanced your message and delivered or exceeded the results you expected.
Winner
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9/11 Commemoration
Produced by: Frank Communications
FRANK is a communications agency that believes in the power of storytelling. Using relevant mediums, a story well told can move people and shape cultures. To commemorate 9/11 - a decade later, we've decided to recreate and share this incredibly powerful story in a way that's never been experienced before.
Browse Entries
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@AmwayUS & @ArtistryBeauty #nyfw Promoted Twitter Campaign
Produced by: Amway
While hosting our first editor lounge at New York Fashion Week, the Amway & Artistry digital marketing team drove traffic and engagement, both online and onsite, using organic and promoted Twitter tactics. Targeting the hashtag #nyfw, @ArtistryBeauty tweets quickly rose to the top of search results and generated massive amounts of conversation. The program generated more than 560,000 impressions ...
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@SPINReviews for SPIN Media
Produced by: SPIN Media
SPIN has reinvented the idea of the capsule music album review for Twitter via @SPINReviews. The @SPINreviews Twitter feed is a massive undertaking: an exhaustively definitive listener’s guide and argument-starter for virtually every album or EP or mixtape that matters in 2012. Within the confines of a 140-character tweet, our eight in-house editors and a team of a dozen ...
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Mercedes-Benz Tweet Race
Produced by: Razorfish
THE PROBLEMAs Mercedes-Benz celebrates 125 years of innovation, competitors have been positioning the brand as old and stodgy. THE CHALLENGEIntroduce a legendary automaker to a new generation of consumers. THE IDEAGET 4 TWEETS, DRIVE 1 MILEThe Mercedes-Benz Tweet Race to the Super Bowl 3 Days, 4 Teams, 1400 miles… Powered only by Tweets! On Feb. 2, ...
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Game of Thrones - Twitter
Produced by: HBO
HBO identified that Twitter was hotbed of discussion for fans awaiting the TV adaptation of George R.R. Martin’s book series “A Song of Ice and Fire,” and immediately focused on establishing a rapport with these aficionados. This was part of a multi-phased social media strategy designed to win over existing fans and gain new ones by breaking the stereotypes of ...
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Hershey's Cookie Headquarters (#CookieHQ)
Produced by: WCG
Whether it’s a seasoned baker or novice in the kitchen, everyone needs a little help to ensure their holiday treats turn out just right. And with 76% of consumers planning to bake cookies and 458K+ online mentions about baking cookies in Q4 ‘10, Hershey’s created Cookie Headquarters to become the ultimate online baking resource for consumers. Using the newly ...
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The Twitter Candidate
Produced by: Toth + Co
Governor Buddy Roemer, the only Presidential Candidate fighting the unfair influence of $$ in politics, was finding it hard to gain traction because of his self-imposed $100 donation limit. (It costs money to buy air time!) In September 2011, we approached his campaign and recommended that he focus entirely on digital. In addition to re-designing his website + logo and ...
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Coca-Cola Family Night Twitter Challenge
Produced by: Engauge
Coca-Cola Family Night is a major program for the Coke brand, featuring partnerships with leaders from family-centric categories, including snack foods and electronic gaming. Engauge was tasked with creating a compelling social media campaign that integrated Coca-Cola Family Night into My Coke Rewards’ social channels while reemphasizing the Family Night program’s goal of making Mom the hero. •Develop a social ...
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#WantAnR8
Produced by: M80
What is social media when it really comes down to it? It’s listening to people, right? It’s actually hearing what they want, what they have to say. Their needs, their opinions. Complaints and adoration alike. What if you had a follower that wanted something, something that is out of reach for the 99%: Audi's halo car, the R8? What if ...
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Mother's Day Plant-a-Flower Campaign
Produced by: EngenderHealth
In honor of Mother’s Day 2011, EngenderHealth launched an interactive online fundraising campaign, inviting people to “plant a flower” in a virtual garden, in honor of a special mother. For every flower planted, a generous donor gave $5 to support EngenderHealth’s global programs to improve maternal health care and save mothers’ lives. The planter was given the option of adding ...
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Network'43
Produced by: Muirhoward
We’ve all heard about the blackouts, the air raids, the rationing…but can we really imagine what life was like for an average Londoner during WWII? Welcome to Network’43 – 4 Londoners tweet live from 1943. They share their daily lives just as we do today, through tweets, pictures, videos, news links. The project ran live on Twitter and the website ...
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Guy Code
Produced by: MTV2
“MTV2’s Guy Code” is the ultimate guide to the laws of manhood with original weekly episodes airing on Tuesdays at 11 pm ET/PT. The show has been a phenomenon, largely due to using social media tactics such as Twitter to reach a broad audience. MTV2’s twitter has Weekly live Tweeting with the cast of Guy Code, leading to weekly WW ...
