On its 10th birthday, Twitter is taking stock of the many ways brands and advertisers have tapped into the Twitter zeitgeist to connect with audiences in their timelines. Here’s a look at some of the efforts Twitter is highlighting in a blog post that showcase how marketing has evolved on the social network.
2013 was the year of Oreo’s “You can still dunk in the dark” Tweet from the Super Bowl blackout of 2013. That Tweet was a watershed moment for real-time marketing (aka “newsjacking) that marketers had been tapping into on Twitter. Another phenomenon brought about by Twitter was the ability for brands to have real-time conversations, not just with audiences, but with other brands. Take the game of tic-tac-toe that Kit Kat challenged Oreo to on with a Tweet in 2013. Oreo came back with this humorous and on-brand response:
Sorry, @kitkat we couldn't resist … #GiveOreoABreak pic.twitter.com/iMXjChetOa — Oreo Cookie (@Oreo) March 13, 2013
Twitter users ushered in the hashtag and marketers were quick to follow with campaigns built on or around hashtags. Dove’s #SpeakBeautiful campaign launched during the 2015 Oscars to address conversations about body image. Twitter says that there were 30 percent fewer negative beauty conversations and 69 percent more positive beauty conversations on that Oscar night compared to the previous year.
Dove then followed that up with a custom Tweet analysis tool that lets users get an analysis of their own Tweets.
RT this Tweet to receive a custom analysis of your Tweets with The #SpeakBeautiful Effect. pic.twitter.com/aK77qmiqJS — Dove (@Dove) March 12, 2016
Marketers are also finding new ways to market with video, including Vine (and now live video with Periscope). While brands have used Twitter’s Amplify to extend TV campaigns to Twitter, we’re now seeing a reversal of the creative process where video initially created for social is used for TV. HP’s Epic campaign with Vine creator Robby Ayala became the brand’s TV spot.
Yes, that is a tank. And no, those laptops didn't bend. Ft. the @HP x360 @youngspacious #BendTheRules https://t.co/K2SL5yIE9L — Robby Ayala (@robbyjayala) June 6, 2015
These are just a few of the campaigns spotlighted. Check out the full blog post for more noteworthy efforts. Happy 10th birthday, Twitter.
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