Best Overall Brand Presence on Twitter

Archived from the 5th Annual Shorty Industry Awards

Winners

@TheDailyShow

Produced by: Comedy Central

Because a nationally-televised show on basic cable wasn’t enough. And now 141 characters is too much.• #TDSBreakingNews: original jokes based on the day’s political news, plus updates and guest info to encourage fans to <a href="http://on.cc.com/ZH5wKA" target="_blank">tune-in</a> to the 11 p.m. broadcast. • Original hashtags creating viral joke campaigns: <a href="http://on.cc.com/ZH5JgT" target="_blank">#RupertMurdochApologies</a> and <a href="http://on.cc.com/ZH5Vgb" target="_blank">#Olympics #FakeSpoiler</a> • Promotion for <a href="https://twitter.com/TheDailyShow/status/269449332162457600" target="_blank">full episodes</a>, extended interviews, and videos from the most recent show throughout the day. Links send to video available on every screen. • Promotion for additional digital content on mobile, Facebook, and Tumblr, including <a href="http://on.cc.com/ZH67fa" target="_blank">R.O.M.N.E.Y. 140.</a> • Live tweets during #DailyShowLive (live election show) brought fans a John Oliver segment that <a href="http://on.cc.com/ZH6hTO" target="_blank">integrated</a> the use of Twitter in real-time. Plus <a href="http://on.cc.com/ZH6rKS" target="_blank">original jokes</a>. • Exclusive previews of an upcoming show, including two biographical campaign film trailers featured during the RNC and DNC conventions. <a href="https://twitter.com/TheDailyShow/status/241903392836952065" target="_blank">Extra broadcast-level content</a> not featured on-air. • Early and last-minute access to tickets to see tonight’s taping in New York. • <a href="http://on.cc.com/ZH6ExK" target="_blank">Exclusive video</a> featuring Jon Stewart celebrating @TheDailyShow’s one millionth follower P. Diddy-style as we passed that milestone. • Exclusive videos during dark weeks, including the Emmy-winning series <a href="http://on.cc.com/ZH6FSs" target="_blank">Correspondents Explain</a>. • Retweets for correspondents and contributors who use Twitter to promote and reveal something about their appearances on the show. For example: <a href="http://on.cc.com/ZH6Kp6" target="_blank">@hodgman</a> and <a href="http://on.cc.com/ZH6Ltl" target="_blank">@almadrigal</a> • Help our fans talk about the show using #DailyShow, including on-air hashtag promotion.

Finalists

@GameofThrones

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 typical fantasy fare and reinforcing HBO’s unique take on the genre. @Gameofthrones is a powerful marketing tactic that engages fans 365 days a year. The profile is meant to be extremely personal while appealing to a broad base of users. Followers relate to profile more as a friend than a promotional machineBeginning 3 months in advance of the Season 2 premiere, HBO launched a social media campaign in 3 phases: Long Lead, Pre-Premiere and Continuity. Phase 1 focused on encouraging fans to catch up with the series with creative messaging and engaging incentives. • Details on all airings of season 1 on HBO, HBO On Demand, and HBO GO, including marathons. • Promotion around the season 1 DVD release, including a promoted trend on Twitter, giveaways, and information about exclusive content and packaging. • Tweeted long-lead trailers, photos and more content from season 2 to help fans get excited and spread the word. Phase 2 launched approximately two weeks prior to premiere featuring engaging campaigns and tactics designed to rally fans ahead of the premiere. • The launch of GoT140, a Twitter activation campaign that encouraged fans to “describe Game of Thrones” using a special keyword in 140 characters or less. User tweets were featured on HBO Connect as well as in two special spots that ran on HBO. GoT 140 Spot: <iframe width="560" height="315" src="http://www.youtube.com/embed/93-dQlGdg1w" frameborder="0" allowfullscreen></iframe> Phase 3 began the day of premiere in tandem with an all-day marathon of the first season on HBO. The campaign continues to run during the season, engaging existing fans and continuing to convert new ones. • Game of Thrones Day: HBO dedicated the entire Sunday, April 1 to the preparation for the season premiere episode, with the HBO social profiles joining in to engage live with eager fans. Custom shareable Twitter avatars and character posters helped fans show their dedication and HBO Connect Live Chats and Commentaries with cast and crew members provided a behind-the-scenes experience during the day-long marathon on HBO2. Results: • The Game of Thrones season 2 premiere accumulated a gross audience of 8.3MM viewers and was renewed almost immediately. • GoT was the most buzzed about cable show on 4/1 via Trendrr, (4th most social TV event overall) and Game of Thrones continues to lead Sunday night cable shows. • On 4/1, GoT terms trended 13 times organically on Twitter. Trends included #ifiHadaDirewolf, #IfiHadaDragon, #GoT140, #TheNorthRemembers, #GameofThrones and “Watching Game of Thrones” “Power is Power,” “Drogon” “Tyrion Lannister” and “Stannis”. • From 3/26 to 4/1, the GoT Twitter profile grew by nearly 30k connections to 280k Followers and currently exceeds 500k followers.

Pepsi: Live for Now

Produced by: Deep Focus

2012 was the year for Pepsi to Live For Now and we wanted to get the word out. We weren’t going to just say it; we were going to live it. @Pepsi took the Live For Now Mentality and ran with it, taking to Twitter to livestream epic summer concerts with Katy Perry and Nicki Minaj, give our followers weekly free MP3 downloads, share memes, and so much more—all in 140 characters or less.Pepsi has spent decades solidifying its place as a cultural leader, and its Twitter account is no different. Following @Pepsi gives our followers the skinny on all things pop—the latest music and movie news, sharing the latest memes and trends and way more. A few highlights from 2012: • #SummerBeats Concert Series: Pepsi worked closely with Twitter to livestream four huge summer concerts to our followers. The concerts, featuring acts like Katy Perry, Nicki Minaj, and Gloriana, were watchable directly from the Twitter stream allowing our million-plus followers to instantly tune in and join the convo in real time. • Pepsi Music Now: What good is taste if you don’t have the tunes?! Each Tuesday we gave away thousands of MP3 download codes for fans to snag their favorite tracks by using #PepsiMusicNOW. • Twitter Music Videos: Twitter’s all about what’s happening NOW. In 2012, we paired up with Twitter to create weekly videos recapping the week in music, entertainment and more—all based on the topics with the largest volume of convo on Twitter. • Flock To Unlock: To kick off Super Bowl weekend, we launched a giveaway to send fans to next year’s Super Bowl halftime show. Fans revealed clues by tweeting #PepsiHalftime, and helped them gain info needed to enter to win. Over the course of the weekend, #PepsiHalftime was used over 32,867 times on the day of the Super Bowl alone. • Engagement: While Twitter is a crucial part of Pepsi’s major activations, we also make sure we’re always showing our followers love. We’re always chatting it up with our followers, RTing their crazy tweets, responding to customer service issues and more. • News: Our finger is constantly on the pop-culture pulse, and we have the cred to prove it. We’re constantly sharing the latest news, gossip, memes and videos from around the web to our million followers. We use SocialFlow to curate dozens of news items, and make sure they’re sent out when our fans are talking about the same things for maximum impact. • Pepsi.com: The online destination for Pepsi is driven by our followers. We pull in hundreds of tweets and fan-photos every day to stream on Pepsi.com in real-time. For major events, like the Super Bowl and Grammys, Pepsi.com gets the take-over treatment, and is made up of thousands of tweets from fans talking about the events in real-time.

@WWE on Twitter

Produced by: WWE

WWE continues to capitalize on the value that Twitter can bring to a brand in the form of fan engagement, talent interaction and promotions. WWE is coming off a monumental year on Twitter by finishing 2012 with nearly 150 percent growth, with more than 2.1 million followers of its flagship account, @WWE. WWE continues to uniquely deliver to its fans as it capitalizes on creating and distributing news first, as it happens, 24 hours a day, 365 days a year. In addition, more than 300 live events are covered each year, driving more than 350,000 social interactions per week. All of this has made WWE the No. 2 most influential sports brand on Twitter (based on Klout). <iframe width="560" height="315" src="http://www.youtube.com/embed/YDBNClXaBuU" frameborder="0" allowfullscreen></iframe> WWE Universe responded to WWE on Twitter in a big way in 2012 and redefined social sports-entertainment and Social TV as we know it. Groundbreaking social milestones by WWE include: WWE currently has more followers than: Nike, Pepsi, the UFC, the NHL, Disney and the PGA The main WWE Twitter account added more than 1.2 followers in the past 12 months for YOY growth of 150 percent WWE is in the Top 5 most followed sports brands on Twitter WWE is in the Top 20 most influential brands overall on Twitter (based on Klout ranking, Feb. 6 2013) In addition to WWE’s main Twitter accounts, the brand also includes more than 100 accounts that encompass WWE Superstars, Divas and products. With more than 44 million followers, these accounts also give WWE fans exclusive insights into the talents’ lives, shows, promotions and one-on-one interactions they wouldn’t find anywhere else. Our network is highlighted by seven Superstars with more than 1 million followers, 21 with more than 500,000 followers, and 72 with more than 100,000. Also, our fan-centric @WWEUniverse account has just eclipsed 1 million followers. The main @WWE account plays an integral role in facilitating and leading these other accounts in creating a truly holistic brand presence. In 2012, WWE continued its Social TV innovation by bringing in fan and Superstars tweets into a live Twitter ticker on WWE Raw, the longest-running weekly episodic television program of more than 1,000 episodes. This provides commentary and sustains conversation on the program's matches and promotions. Fans watching the show have the ability to affect the show’s outcome in real time by participating in polling contests via WWE.com, WWE Active (on WWE’s mobile app) and specific Twitter hashtag votes. Fans can also view which parts of the show are trending on Twitter both locally and globally. <iframe width="560" height="315" src="http://www.youtube.com/embed/toCfLr0mwck" frameborder="0" allowfullscreen></iframe> Finally, data is collected throughout each television broadcast and sent to writing and content staff to determine the popularity of each segment in the show. In summary, Twitter offers brands a tremendous opportunity to not only engage consumers, but also to truly create lifetime fans. As we say on a daily basis: WWE is not just another product, it is a lifestyle.

@ESPN on Twitter

Produced by: @ESPN on Twitter

Twitter never stops. Neither does the sports world. @ESPN is right alongside fans on a daily basis, delivering sports tweets with authority and personality to its 6 million followers. 1. Consistent Brand Voice – @ESPN is run by sports fans, for sports fans. Every tweet is written from the perspective and personality of the world’s biggest sports fan, whether we’re wishing <a href="https://twitter.com/espn/status/296994455699992576">Jackie Robinson Happy Birthday</a> or reacting to a <a href="https://twitter.com/espn/status/305885855640338433">Nate Robinson</a> dunk during the Oscars. 2. Commitment to Curation – @ESPN curates and engages with only the most interesting, engaging, relevant, and entertaining sports tweets and from a variety of sources (e.g. ESPN <a href="https://twitter.com/DLHQ/status/308301006926651392">talent</a> and <a href="https://twitter.com/SportsCenter/status/305353425812598787">shows</a>, <a href="https://twitter.com/espn/status/308658944585375744">athletes</a>, <a href="https://twitter.com/MLB/status/298247417462140928">leagues</a> and <a href="https://twitter.com/espn/status/306961200904798209">teams</a>). 3. Programmed to the Platform – Prior to February 2011, @ESPN was an RSS feed of every headline (no matter big or small) to hit ESPN.com’s news desk. In a strategic shift, the feed became manually run and curated starting in February 2011. Since that time, it has grown from 900k followers to more than 6 million today. 4. Second Screen Experience – @ESPN’s curation of tweets during <a href="https://twitter.com/espn/status/298062870271373312">live sporting events</a> gives fans a complementary experience that makes watching sports more <a href="https://twitter.com/espn/status/298210654207238145">compelling</a> and <a href="https://twitter.com/espn/status/298243319295778816">engaging</a>. 5. Active Fan Interaction – @ESPN constantly engages fans in <a href="https://twitter.com/espn/status/302087819923431424">two-way dialogue</a>. Sports fans have <a href="https://twitter.com/Timmmaaa7/status/302094477554765825">their own opinions</a>, and @ESPN asks for and <a href="https://twitter.com/espn/status/302176207531810816">promotes</a> them. 6. Surprise and Delight – @ESPN appreciates every one of its followers and rewards them from time to time for their loyalty, with gestures both <a href="https://twitter.com/espn/status/284800961728356354">big and small</a>. To sum it all up, @ESPN builds brand affinity, curates the best of the best from the sports Twittersphere, and rewards, surprises, and delights fans...all while maintaining the voice of the world’s BIGGEST sports fan.

Current Entries

@DiGiornoPizza

Produced by: Resource

@DiGiornoPizza is the most-relevant, engaging, and loved pizza brand on Twitter. In February of 2012 we decided to focus our efforts on writing great tweets and joining the broader conversation. And since that time, without any media support, we have more than doubled our audience. People are coming to us, and staying with us based on the strength of our tweets. Over the last year, we have established ourselves as one of the funniest brands on Twitter. In fact, we were just highlighted by the Social Media Week Comedy Panel as just that. We’re like famous! While our audience isn’t huge, they are definitely engaged, (or want to be) as we receive marriage proposals, people professing their love and desperate pleas to be followed on a regular basis. (No rings on our fingers just yet.) We confidently hold up our tweets up to any other brand and feel we are creating some of the most innovative brand conversation on the Internet. (Gauntlet, thown). We confidently hold up our tweets up to any other brand and feel we are creating some of the most innovative brand conversation on the Internet. (Gauntlet, thown). But beyond all the metrics that support it, the philosophy that launched it and the simple strategies DiGiorno implements to achieve it, the main goal was to tweet in real time, for the love of pizza, and just to have fun. WE ARE PIZZA FOR GOODNESS SAKES. The second piece of the puzzle, was engaging with people that were following us, but more importantly, people that weren’t. But it was important these interactions weren’t heavy handed, and carried a sense of belonging with them. Finally, good original tweets are an important foundation to everything we do, and will always let our followers know they can count on us for their 140 character entertainment needs.

@WWE on Twitter

Produced by: WWE

WWE continues to capitalize on the value that Twitter can bring to a brand in the form of fan engagement, talent interaction and promotions. WWE is coming off a monumental year on Twitter by finishing 2012 with nearly 150 percent growth, with more than 2.1 million followers of its flagship account, @WWE. WWE continues to uniquely deliver to its fans as it capitalizes on creating and distributing news first, as it happens, 24 hours a day, 365 days a year. In addition, more than 300 live events are covered each year, driving more than 350,000 social interactions per week. All of this has made WWE the No. 2 most influential sports brand on Twitter (based on Klout). <iframe width="560" height="315" src="http://www.youtube.com/embed/YDBNClXaBuU" frameborder="0" allowfullscreen></iframe> WWE Universe responded to WWE on Twitter in a big way in 2012 and redefined social sports-entertainment and Social TV as we know it. Groundbreaking social milestones by WWE include: WWE currently has more followers than: Nike, Pepsi, the UFC, the NHL, Disney and the PGA The main WWE Twitter account added more than 1.2 followers in the past 12 months for YOY growth of 150 percent WWE is in the Top 5 most followed sports brands on Twitter WWE is in the Top 20 most influential brands overall on Twitter (based on Klout ranking, Feb. 6 2013) In addition to WWE’s main Twitter accounts, the brand also includes more than 100 accounts that encompass WWE Superstars, Divas and products. With more than 44 million followers, these accounts also give WWE fans exclusive insights into the talents’ lives, shows, promotions and one-on-one interactions they wouldn’t find anywhere else. Our network is highlighted by seven Superstars with more than 1 million followers, 21 with more than 500,000 followers, and 72 with more than 100,000. Also, our fan-centric @WWEUniverse account has just eclipsed 1 million followers. The main @WWE account plays an integral role in facilitating and leading these other accounts in creating a truly holistic brand presence. In 2012, WWE continued its Social TV innovation by bringing in fan and Superstars tweets into a live Twitter ticker on WWE Raw, the longest-running weekly episodic television program of more than 1,000 episodes. This provides commentary and sustains conversation on the program's matches and promotions. Fans watching the show have the ability to affect the show’s outcome in real time by participating in polling contests via WWE.com, WWE Active (on WWE’s mobile app) and specific Twitter hashtag votes. Fans can also view which parts of the show are trending on Twitter both locally and globally. <iframe width="560" height="315" src="http://www.youtube.com/embed/toCfLr0mwck" frameborder="0" allowfullscreen></iframe> Finally, data is collected throughout each television broadcast and sent to writing and content staff to determine the popularity of each segment in the show. In summary, Twitter offers brands a tremendous opportunity to not only engage consumers, but also to truly create lifetime fans. As we say on a daily basis: WWE is not just another product, it is a lifestyle.

Peanuts Worldwide: @Snoopy

Produced by: Peanuts Worldwide: @Snoopy

Peanuts Worldwide introduced @Snoopy to Twitter to provide a new form of distribution for the iconic Charles Schulz comic strips, and to provide Peanuts fans a way to engage with the worlds most lovable Beagle. In the last 12 months, @Snoopy has grown to nearly 100,000 Followers, and has delivered countless smiles to followers by engaging directly with fans through "Beagle Hugs" and by providing information on the latest Peanuts products available to purchase. The @Snoopy Twitter account provides a comical and heartwarming take on current events by creating daily share-ables. These custom graphics often receive between 500 - 1,000 Re-Tweets and are embedded in to popular sites such as Buzzfeed.com. Additionally, @Snoopy's "Beagle Hug" Twitter parties receive thousands of participants each month. @Snoopy live-tweets during each of the Charlie Brown holiday specials as they air live on ABC during the holidays. Snoopy will often trend on Twitter nationally and globally during the specials.

Nothing But Good, One Fan at a Time

Produced by: Fleishman-Hillard

Twitter is an invaluable tool for Chobani to engage with consumers and spread Chobani love. The brand responds to EACH and EVERY tweet in order to reach their goals: to ensure each fan feels genuinely special, provide relevant and engaging content that drives conversation, and identify opportunities to create new brand fans and sample product. In the end, Chobani works to help fans feel nothing but good. With more than 51,000 followers on Twitter, Chobani strives to ensure the messaging and approach are aligned with Chobani’s nothing but good values and speak in an authentic, inviting, quirky, yet casual tone. Chobani fans are just like good friends, and it’s reflected in the team’s voice and the importance placed on two-way communication with their communities. Chobani treats each engagement as a chance to build fan loyalty and ensures each fan feels genuinely special. Chobani believes that anyone on Twitter is an influencer, whether they have following of two or 20K – each and every voice is valuable. That’s why the brand’s social media team works around the clock to respond to EACH and EVERY tweet containing ‘Chobani’– good, bad, funny, personal – typically more than 2K+ tweets per day. Whether it’s “favoriting,” replying or retweeting any of the nearly 300K @Chobani mentions in the past year, Chobani wants to ensure that each person feels heard. A little personal acknowledgement goes a long way to creating “Chobani-acs,” one cup at a time. In addition to responding to fans, on any given day Chobani shares a variety of unique content with their 51,000+ followers. Curated from a variety of sources, proactive tweets are sent out multiple times a day ranging from recipes, workouts, inspirational quotes, or just simply stuff that's LOL-worthy. Twitter has allowed Chobani to truly listen to their consumers, gaining better understanding of what makes them tick and their passion points for interaction – favorite flavors, inspirations, innovations, new usage occasions, areas of improvement; the list is endless. They take advantage of these lessons in both reactive and opportunistic ways. Case in point, Chobani heard that fans wanted six-packs and larger 32 ounce cups and reacted accordingly. Or, with their latest product launch, they ensured that fans who inquired about a new flavor were sent samples. To that end, Twitter also allows the brand to identify those who haven’t tried Chobani and has proved to be an opportunity to put thousands of cups into fan fridges. Tasting is believing at Chobani and with just one taste, folks who may have been unfamiliar with the product will fall in love. The continued exponential growth in number of brand mentions and interactions reinforces Chobani’s tireless work on Twitter and allows the brand to reach its goals in driving conversation. In the end, Chobani works to help fans feel nothing but good.

@ESPN on Twitter

Produced by: @ESPN on Twitter

Twitter never stops. Neither does the sports world. @ESPN is right alongside fans on a daily basis, delivering sports tweets with authority and personality to its 6 million followers. 1. Consistent Brand Voice – @ESPN is run by sports fans, for sports fans. Every tweet is written from the perspective and personality of the world’s biggest sports fan, whether we’re wishing <a href="https://twitter.com/espn/status/296994455699992576">Jackie Robinson Happy Birthday</a> or reacting to a <a href="https://twitter.com/espn/status/305885855640338433">Nate Robinson</a> dunk during the Oscars. 2. Commitment to Curation – @ESPN curates and engages with only the most interesting, engaging, relevant, and entertaining sports tweets and from a variety of sources (e.g. ESPN <a href="https://twitter.com/DLHQ/status/308301006926651392">talent</a> and <a href="https://twitter.com/SportsCenter/status/305353425812598787">shows</a>, <a href="https://twitter.com/espn/status/308658944585375744">athletes</a>, <a href="https://twitter.com/MLB/status/298247417462140928">leagues</a> and <a href="https://twitter.com/espn/status/306961200904798209">teams</a>). 3. Programmed to the Platform – Prior to February 2011, @ESPN was an RSS feed of every headline (no matter big or small) to hit ESPN.com’s news desk. In a strategic shift, the feed became manually run and curated starting in February 2011. Since that time, it has grown from 900k followers to more than 6 million today. 4. Second Screen Experience – @ESPN’s curation of tweets during <a href="https://twitter.com/espn/status/298062870271373312">live sporting events</a> gives fans a complementary experience that makes watching sports more <a href="https://twitter.com/espn/status/298210654207238145">compelling</a> and <a href="https://twitter.com/espn/status/298243319295778816">engaging</a>. 5. Active Fan Interaction – @ESPN constantly engages fans in <a href="https://twitter.com/espn/status/302087819923431424">two-way dialogue</a>. Sports fans have <a href="https://twitter.com/Timmmaaa7/status/302094477554765825">their own opinions</a>, and @ESPN asks for and <a href="https://twitter.com/espn/status/302176207531810816">promotes</a> them. 6. Surprise and Delight – @ESPN appreciates every one of its followers and rewards them from time to time for their loyalty, with gestures both <a href="https://twitter.com/espn/status/284800961728356354">big and small</a>. To sum it all up, @ESPN builds brand affinity, curates the best of the best from the sports Twittersphere, and rewards, surprises, and delights fans...all while maintaining the voice of the world’s BIGGEST sports fan.

TED Conferences LLC

TED is a nonprofit devoted to Ideas Worth Spreading. It began in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, Design. Over the years TED has grown in scope and reach – offering two annual conferences, an award-winning TED Talks video site, the Open Translation Project and TED Conversations, the inspiring TED Fellows and TEDx programs and the annual TED prize – and, has successfully transformed into a global enterprise dedicated to transferring ideas across boarders and mediums. TED believes passionately in the power of ideas to change attitudes, lives and ultimately, the world. So we're building a network that offers free knowledge and inspiration from the world's most remarkable thinkers, as well as a community of curious souls to engage with ideas and each other. Ideas Worth Spreading are disseminated worldwide on TED.com, Facebook, Twitter and YouTube, Netflix, iTunes, Roku and hulu through TED Talks, short videos from TED, TEDGlobal, TEDx and partner organizations that address global issues, introduce creative approaches to finding solutions and encourage viewers to experience the world in a new light. TED boasts a massive global reach – over 600,000 YouTube Channel subscribers, 1.3 million Twitter followers, 2.5 million Facebook fans and over a billion views on TED.com – and an engaged audience that includes everyone from Bill Gates to high school students in Nairobi. And TED's Open Translation Project, which allows volunteers worldwide to translate TEDTalks into their own languages, has been buoyed up by 8,000+ translators, who have produced 25,000 translations in 85+ languages. In 2012 alone, over 300 new videos were released and shared socially, with topics spanning from Susan Cain’s look into the power of an introvert to Malcolm Gladwell’s tale of the Norden bombsight to Bunker Roy’s learnings from a barefoot movement to Pamela Meyer’s tips on spotting a liar to Vijay Kumar’s astounding display of flying quadrotors to Brené Brown’s studies of vulnerability, courage, authenticity and shame. With a new talk being shared every weekday, followers are introduced to some of the world's most fascinating minds – education radicals, tech geniuses, medical mavericks, business gurus and music legends – and invited to view short videos that address global issues, present creative solutions and encourage viewers to experience the world in a new light. These highly shareable, fully packaged TED Talks are designed to promote conversation and encourage the exchange of ideas.

Pepsi: Live for Now

Produced by: Deep Focus

2012 was the year for Pepsi to Live For Now and we wanted to get the word out. We weren’t going to just say it; we were going to live it. @Pepsi took the Live For Now Mentality and ran with it, taking to Twitter to livestream epic summer concerts with Katy Perry and Nicki Minaj, give our followers weekly free MP3 downloads, share memes, and so much more—all in 140 characters or less.Pepsi has spent decades solidifying its place as a cultural leader, and its Twitter account is no different. Following @Pepsi gives our followers the skinny on all things pop—the latest music and movie news, sharing the latest memes and trends and way more. A few highlights from 2012: • #SummerBeats Concert Series: Pepsi worked closely with Twitter to livestream four huge summer concerts to our followers. The concerts, featuring acts like Katy Perry, Nicki Minaj, and Gloriana, were watchable directly from the Twitter stream allowing our million-plus followers to instantly tune in and join the convo in real time. • Pepsi Music Now: What good is taste if you don’t have the tunes?! Each Tuesday we gave away thousands of MP3 download codes for fans to snag their favorite tracks by using #PepsiMusicNOW. • Twitter Music Videos: Twitter’s all about what’s happening NOW. In 2012, we paired up with Twitter to create weekly videos recapping the week in music, entertainment and more—all based on the topics with the largest volume of convo on Twitter. • Flock To Unlock: To kick off Super Bowl weekend, we launched a giveaway to send fans to next year’s Super Bowl halftime show. Fans revealed clues by tweeting #PepsiHalftime, and helped them gain info needed to enter to win. Over the course of the weekend, #PepsiHalftime was used over 32,867 times on the day of the Super Bowl alone. • Engagement: While Twitter is a crucial part of Pepsi’s major activations, we also make sure we’re always showing our followers love. We’re always chatting it up with our followers, RTing their crazy tweets, responding to customer service issues and more. • News: Our finger is constantly on the pop-culture pulse, and we have the cred to prove it. We’re constantly sharing the latest news, gossip, memes and videos from around the web to our million followers. We use SocialFlow to curate dozens of news items, and make sure they’re sent out when our fans are talking about the same things for maximum impact. • Pepsi.com: The online destination for Pepsi is driven by our followers. We pull in hundreds of tweets and fan-photos every day to stream on Pepsi.com in real-time. For major events, like the Super Bowl and Grammys, Pepsi.com gets the take-over treatment, and is made up of thousands of tweets from fans talking about the events in real-time.

@TheDailyShow

Produced by: Comedy Central

Because a nationally-televised show on basic cable wasn’t enough. And now 141 characters is too much.• #TDSBreakingNews: original jokes based on the day’s political news, plus updates and guest info to encourage fans to <a href="http://on.cc.com/ZH5wKA" target="_blank">tune-in</a> to the 11 p.m. broadcast. • Original hashtags creating viral joke campaigns: <a href="http://on.cc.com/ZH5JgT" target="_blank">#RupertMurdochApologies</a> and <a href="http://on.cc.com/ZH5Vgb" target="_blank">#Olympics #FakeSpoiler</a> • Promotion for <a href="https://twitter.com/TheDailyShow/status/269449332162457600" target="_blank">full episodes</a>, extended interviews, and videos from the most recent show throughout the day. Links send to video available on every screen. • Promotion for additional digital content on mobile, Facebook, and Tumblr, including <a href="http://on.cc.com/ZH67fa" target="_blank">R.O.M.N.E.Y. 140.</a> • Live tweets during #DailyShowLive (live election show) brought fans a John Oliver segment that <a href="http://on.cc.com/ZH6hTO" target="_blank">integrated</a> the use of Twitter in real-time. Plus <a href="http://on.cc.com/ZH6rKS" target="_blank">original jokes</a>. • Exclusive previews of an upcoming show, including two biographical campaign film trailers featured during the RNC and DNC conventions. <a href="https://twitter.com/TheDailyShow/status/241903392836952065" target="_blank">Extra broadcast-level content</a> not featured on-air. • Early and last-minute access to tickets to see tonight’s taping in New York. • <a href="http://on.cc.com/ZH6ExK" target="_blank">Exclusive video</a> featuring Jon Stewart celebrating @TheDailyShow’s one millionth follower P. Diddy-style as we passed that milestone. • Exclusive videos during dark weeks, including the Emmy-winning series <a href="http://on.cc.com/ZH6FSs" target="_blank">Correspondents Explain</a>. • Retweets for correspondents and contributors who use Twitter to promote and reveal something about their appearances on the show. For example: <a href="http://on.cc.com/ZH6Kp6" target="_blank">@hodgman</a> and <a href="http://on.cc.com/ZH6Ltl" target="_blank">@almadrigal</a> • Help our fans talk about the show using #DailyShow, including on-air hashtag promotion.

@girlsHBO on Twitter

Launched at the 2012 SXSW Festival World Premiere of Girls Season 1, @girlsHBO on Twitter serves as the hub of social conversation for the series. Executive Producers Lena Dunham, Judd Apatow, and Jenni Konner are all particularly active on Twitter, and @girlsHBO serves as an official source for fan information and series updates. The Twitter profile is a powerful marketing tool that engages and interacts with fans and potential fans daily, 365 days a year. HBO manages the GIRLS Twitter profile in phases for each season: Long Lead, Pre-Premiere, In-Season, and Continuity. Leading into Season 1, the GIRLS Twitter encouraged awareness and information about the series and talent. @girlsHBO tied the SXSW series premiere and promotional campaign to Twitter by tweeting out “keys” daily as ways for SXSW attendees to get free breakfast, lunch, beers, and tacos. For Season 2, @girlsHBO encouraged catch up, detailing airings of the first season on HBO, HBO On Demand, and HBO GO, as well as tweeting along with fans catching up with 5-hour catch up stunt marathons (fans having a #GIRLSATHON). With the release of GIRLS Season 1 on DVD, @girlsHBO shared #GIRLSoverheard moments from fans, bringing the sentiments of the series to a wider audience. At all times, @girlsHBO is highly responsive and interactive with the fan base. Tweeting along with fans has proven to be a key part of the @girlsHBO presence, and fans share their own GIRLS content while enjoying a massive digital viewing party each Sunday, reacting along with HBO. When marathons air, fans participate in GIRLSATHON tweets, noticed by news outlets including The Huffington Post, and each marathon provides opportunities for fans to win GIRLS rewards and prizes. Day-long takeovers in line with HBO stunt programming has amplified awareness, and daily updates about the series has helped make GIRLS a significant component of the zeitgeist.

Bankrate: A Wealth of Knowledge about All Things Personal Finance

Produced by: Bankrate, Inc.

You don’t need a sky-high income to be financially secure. Bankrate's down-to-earth tweets help people from all walks of life be smart with their money. After all, personal finance is at the root of all goals in life: Can you afford your dream? How can you map out a plan to get there? If everyone read Bankrate's tweets, we could stave off the next financial crisis. Pre-recession, most people assumed that those with simpler lifestyles were poor, and those with luxurious things were rich. But looks are deceiving. Oftentimes, those who look "lower class" are in fact very well-off, as they live below their means and save. And the fancy types could be spending every last cent of their income and then some, incurring massive unsecured debt. When the dust cleared after the market crumbled, we could really see who the financial winners were -- and who was just leasing their lifestyle to look the part. Bankrate's presence on Twitter is designed to be a source of inspiration and a sense of community for those trying to get their finances in order, especially when society and even a circle of friends are encouraging you to "put it on credit and forget it." It's not easy to get out of debt, finance a college education, save up for a down payment, put some money away for a rainy day, or be disciplined enough to invest today's money for retirement tomorrow. But these are all very important things to many people. So Bankrate offers money management advice on Twitter to help people achieve their goals in life. A little financial literacy for everyone would go a long way. Bankrate's advice and tools help people build lasting financial security for themselves -- one tweet at a time!

@GameofThrones

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 typical fantasy fare and reinforcing HBO’s unique take on the genre. @Gameofthrones is a powerful marketing tactic that engages fans 365 days a year. The profile is meant to be extremely personal while appealing to a broad base of users. Followers relate to profile more as a friend than a promotional machineBeginning 3 months in advance of the Season 2 premiere, HBO launched a social media campaign in 3 phases: Long Lead, Pre-Premiere and Continuity. Phase 1 focused on encouraging fans to catch up with the series with creative messaging and engaging incentives. • Details on all airings of season 1 on HBO, HBO On Demand, and HBO GO, including marathons. • Promotion around the season 1 DVD release, including a promoted trend on Twitter, giveaways, and information about exclusive content and packaging. • Tweeted long-lead trailers, photos and more content from season 2 to help fans get excited and spread the word. Phase 2 launched approximately two weeks prior to premiere featuring engaging campaigns and tactics designed to rally fans ahead of the premiere. • The launch of GoT140, a Twitter activation campaign that encouraged fans to “describe Game of Thrones” using a special keyword in 140 characters or less. User tweets were featured on HBO Connect as well as in two special spots that ran on HBO. GoT 140 Spot: <iframe width="560" height="315" src="http://www.youtube.com/embed/93-dQlGdg1w" frameborder="0" allowfullscreen></iframe> Phase 3 began the day of premiere in tandem with an all-day marathon of the first season on HBO. The campaign continues to run during the season, engaging existing fans and continuing to convert new ones. • Game of Thrones Day: HBO dedicated the entire Sunday, April 1 to the preparation for the season premiere episode, with the HBO social profiles joining in to engage live with eager fans. Custom shareable Twitter avatars and character posters helped fans show their dedication and HBO Connect Live Chats and Commentaries with cast and crew members provided a behind-the-scenes experience during the day-long marathon on HBO2. Results: • The Game of Thrones season 2 premiere accumulated a gross audience of 8.3MM viewers and was renewed almost immediately. • GoT was the most buzzed about cable show on 4/1 via Trendrr, (4th most social TV event overall) and Game of Thrones continues to lead Sunday night cable shows. • On 4/1, GoT terms trended 13 times organically on Twitter. Trends included #ifiHadaDirewolf, #IfiHadaDragon, #GoT140, #TheNorthRemembers, #GameofThrones and “Watching Game of Thrones” “Power is Power,” “Drogon” “Tyrion Lannister” and “Stannis”. • From 3/26 to 4/1, the GoT Twitter profile grew by nearly 30k connections to 280k Followers and currently exceeds 500k followers.