Twitter Campaign Case Study: 6 Success Stories

07 Mar

Published on

Who are the groups “doing it right” when it comes to ad campaigns on Twitter? In this post we will take a look at what has made for successful campaigns on Twitter 6 separate groups

The internet marketing community is “a buzz” with excitement over the possibilities of what can be done with twitter.  It’s FREE!  In this economy that is almost all you have to tell an exec to sell them on whether or not Twitter is a good move to help build their business.  But running a Twitter campaign does take significant resources of time.  And, as we will reveal below, some of the best campaigns require the development of websites to make the Twitter campaign exciting enough to get people involved.Who are the groups “doing it right” when it comes to ad campaigns on Twitter? In this post we will take a look at what has made for successful campaigns on Twitter 6 separate groups.

So what are these good case studies for success from a twitter campaign?

#1 – Skittlesskittles

At this point most people have heard of the phenomenon that was the Skittles Twitter “fiasco”.  The amount of participation was huge, but the exposure they got from the press coverage of the campaign was even bigger.

Premise: To start a conversation about the brand in the hopes of bringing the product top of mind and getting exposure through viral means

Tactics: Skittles posted a live, uncensored feed of any tweets talking about Skittles on their website

Why it was appropriate for Skittles:  To be honest, a brand like Skittles can only be helped by more exposure.  They didn’t have any dark secrets that could be exposed and, although they did have some pretty raunchy messages posted by some to their homepage, these messages were seen as more of a reflection on those who wrote them.  Skittles was in a position to benefit from the publicity largely without taking a hit to it’s brand.

#2 – Zappos.comzappos

Premise: Get people talking about Zappos by connecting them to fellow Zappos fans and those who work there.

Tactics: They created a Twitter microsite which featured a running tally of Tweets about Zappos and Tweets from Zappos employees.

Why it was appropriate for Zappos:  This was a success because it served multiple business goals at once.  First off, it gave valuable feedback to help improve the customer experience.  It also allowed a medium for the sales force to generate new customers through direct outreach.  Finally, it branded the company as a service releated company that cared about connecting with its core customers.

#3 – Small Placessmallplaces

Small Places is the “first original literary Twitter novel.”  In the space of 140 character or less, Space Places unfolds the story about insects.  Small Places’ story began April 25, 2008 and now has over 3,000 followers.

Premise: Write an novel shared through the medium of Twitter

Tactics: Getting exposure through providing unique entertainment and “re-inventing the wheel” from bloggers who want to discuss unique case studies (who does that?)

Why it was appropriate for Small Places:  Writing on Twitter is a natural fit.  There are no rules so you have the freedom to make what you want of it.  The only limitations for success are based on how entertaining and useful your posts are.

#4 – Maggiano’smaggianos_forweb

Maggiano’s, a national homestyle italian restaurant chain, held a Twitter Contest to increase its social media following.  Offering gift certificates to the restaurant as the prize for the lucky few winners, they were able to increase their following by a few thousand in the space of 24hrs.

Premise: Target people who are interested in eating at Maggiano’s by offering them gift certificates, and (in doing so) get Maggiano’s top of mind

Tactics: Create a time sensitive call to action where respondents must follow within a 24hr period in order to be eligible.

Why it was appropriate for Maggianos:  It generated excitement around the chain and gave it’s fans an opportunity to win themselves a great dinner at the restaurant.  By extending the prize it got people thinking about eating there and in turn create an advertising value that far exceeded the cost of the gift certificates.

#5 – Twitter Autism Dayautism_awareness

Bonnie Sayers, a mother of children with autism, decided to use Twitter to promote awareness of autism and to allow those who live with it to share their experiences and knowledge with others.  Dubbed “Twitter Autism Day” and connected with the #ASD hashtag, this was a HUGE success both by the standards of the benefits it created for those who participated as well as the number of tweets it generated.  This campaign was so engaging that it became a “trending topic” on more than one occaission during the day.

Premise: Create a forum for people to share experiences and knowledge about life with autism

Tactics: Created a hashtag and encouraged people to both “listen in” and participate in the conversation, thus allowing the campaign to both serve as an educational as well as a sharing experience.

Why it was appropriate for Autism Day:  This was a VERY appropriate way to communicate the message because it allowed people with autism to fight back against the odds that were stacked against them with their disease.  COMMUNICATION and MISUNDERSTANDING are extremely frustrating obstacles for those with autism.  Sharing their experiences over Twitter was a great way to combat this, and it gave those who wanted to help the opportunity to help spread that awareness through following along and retweeting.  On a side note, I really recommend checking out the conversations and videos from that day, great stuff.  Here is a must watch from an adolescent with aspergers –

#6 – Terminator Salvationterminator-salvation

This is the latest in an emerging trend of twitter games that are becoming increasingly popular.  The emphasis is 100% on entertaining the user.  Advertising is more like a side effect. MORE INFO

Premise: Get the fan-base engaged in the setting that the movie takes place in and let them feel like they are a part of the struggle.

Tactics: Created a complimentary website to instruct users how the game is to be played, as well as to announce point leaders.

Why it was appropriate for Sony:  This is perfect because it does not come across as marketing.  It allows people to get involved in the plot and become engaged.  Since this is an action movie there really isn’t any harm in connecting it with a game.  This is a natural fit.

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Posted by on March 7, 2011 in Uncategorized


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