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In the battle for viewers, UK’s 4Music employed social media strategy on-air with big results. On its weekly Tweet to Beat show, viewers participated in hashtag battles to choose the best performers, with minute-by-minute results displayed, enhancing engagement. Overall, the campaign reached 1.3 million viewers, with 63% in the target demographic, and their hashtags were trending worldwide. And, by battling the Biebs against OneD, they were able to reach a record 16.2 million votes with 100.2 million Twitter impressions.