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Cadbury @ #Twitter4Brands - Let’s play our way to @London2012
- 1. Let’s Tweet our way to @London2012 Social Media Manager, Kraft Foods Europe
Editor's Notes
- Cadbury as an Olympic SponsorOpportunity to bring Olympic spirit to everybody, and get behind Team GBHere’s what we’ve been doing!Only a Tier 2 (Adecco, UPS, Deloitte) Recalled alongside global partnersWHY TWITTER? – Most live place the Games will play outSocial network of public discussion…
- Joining An Existing ConversationPeople tweeting about our products every minuteConversation around Olympics growing too (*)NB Conversations two wayEG - Richard Osman’s World Cup of ChocolateEG - Being playful with natural love for brand (eg Gary Barlow)EG – Tweeting partners such asGroundworks & Team GBAlso Successful at driving to other places, eg campaign site, Google+ Hangout
- Character limit shouldn’t limit creativity, just condense itGames in stream – stare outs, musical chairsGiant game of #Catch to match real world GPS balls, and later #DodgePart of MTWI TV show, play along in the breaks whilst watching the show in a minute gameSo much to see, but some people still claim to be bored (5,000 an hour)Blow up Tweets of users claiming to be boredShare score, or even pick someone whose boredom you’ve busted and tell themActive monitoring of users who tweet ‘bored’ using Klout filtering, geo targeting and looking for positive opportunities to interveneMobile optimised versionWin London 2012 tickets through points
- A campaign to win London 2012 tickets in bars, advert premiered on Instagram (!)Shazam links through, plus monitoring key airings with live responseTelling the live story of real world ticket winners on TwitterGiving people a chance to engage & win right there on Twitter – 5 pairs of London 2012 ticketsMobile friendly html 5 – prioritised over backward compatibility with older browsersJust a 4 digit code between you and winners, 3 guesses 1 tweetUse of 100 Days to go Trend to launch the Tweet game…
- Counting down the final sprint together with our fansCalendar sent out to key influencers and engagers, plus opportunity to winLater windows when opened prompt reengagement activityHugely popular – LA Galaxy Star requested oneWe’ve run 5 Trends to date, fantastic Wispa Gold results already published on Twitter blogTrended #100DaysToGo in morning then switched to #UnwrapGold when TV ad/Vault game launched at lunchRemained prominent in organic conversation around #100DaysToGo
- CPE £0.1612% (nearly 5,000) of #100DaysToGo conversation on day mentioned Cadbury – all other sponsors round down to 0% - 177 closestA further 7,500 people Tweeted one of the other hashtags we used during the day (#Cadbury2012 or #UnwrapGold)Over 9 million Trend impressions