Sweethearts Candies are a Valentine’s Day staple. They’ve been around since Andrew Johnson was president (1866), but how do we make them seem more modern, cool, and current?
Introducing #Tweethearts-- the mash-up of Sweethearts and Twitter. The #Tweethearts social campaign allows users to create customized Sweethearts candy hearts using Twitter.
It works like this: people simply send a personalized tweet to @Tweethearts. After sending the tweet, they receive a response tweet with an image of their message printed on the Sweethearts candy. Users can then order the personalized candies for delivery, share the image virally, or both, turning something digital into something physical.
With zero media dollars spent, we reached well over 2 million users across channels organically. Celebrity Mindy Kaling’s #Tweetheart reached over 700,000 people and received 27,000 engagements. Buzzfeed featured #Tweethearts on its homepage resulting in over 45,000 people seeing it. Thousands of people created personalized #Tweethearts and shared them through other social media platforms like Vince, Instagram, and Facebook. FastCo, Yahoo, USA Today, the New York Times, Boston.com, NECN, KTLA, and more covered the campaign. And Twitter used #Tweethearts as an example for best practices.
Lance Jensen, Chief Creative Officer
Joe Fallon, Executive Creative Director
Bob Gates, Creative Director/Art Director
Rick McHugh, Creative Director/Copywriter
James Adame, Designer
Wes Dorsainvil, Designer
Marcio Lima, Illustrator/Animator
Carissa Marlowe, Agency Producer
Matt Villone, Agency Producer
Richard Butler, Account Team
Mike Burns, Account Team
Meghan Cermack, Account Team
Ross Cidlowski, Planner
Chuck Woodard, Music: Original Artist
Adam Cahill, Chief Digital Officer
Mike Proulx, Director of Social Media
John Running, Director- Innovation & Technology
Steve Callan, Tech Lead
Mike Walton, Developer
Rob Erskine, Creative Technologist
Maggie Foley, Associate Experience Architect
Kyle Mitchell, Associate Experience Architect
Michelle McCudden, Senior Social Media Strategist