On Thursday, Twitter announced the winners of its inaugural "Twitter Awards" live @TwitterAds.
And now, the main attraction: the one and only @vicmensa freestyles the #TwitterAwards winners. Sit back and enjoy the show! ?? pic.twitter.com/B17D01dMnX
— Twitter Advertising (@TwitterAds) November 10, 2016
"Twitter is a huge part of our lives," said Per Peredson, global ECD at Grey, who served as one of the judges, "and it's time to honor great creativity on this unique platform."
#LIVE award
Gold:
"Ready. Set. Race."
Brand: @NASCAR Agency: @Ogilvy
Cool suit @DaleJr! 500th tweet of these hashtags wins his #DAYTONA500 fire suit! Rules: https://t.co/lB97h16f1T pic.twitter.com/0hE41rAJOS
— NASCAR (@NASCAR) February 21, 2016
Campaign Overview:
The "Ready. Set. Race." campaign sought to ignite the racing spirit in fans and increase engagement around the annual Daytona 500 stock car race. With a branded @NASCAR emoji and the Twitter logo painted on the Daytona infield, @NASCAR introduced the Hashtag 500 race on Twitter. The campaign invited fans to "race" for real driver gear—flags, helmets, bent metal from crashes—in real time by tweeting specific hashtags at different moments during the live race.
Results:
The campaign brought in 13,000 mentions in one minute—a record for the largest social media spike in history, according to Twitter. From the campaign, the brand saw a 22.5% increase in followers watching live and 640% increase in Twitter followers.
Silver:
"Play Melbourne Live"
Brand: @Melbourne Agency: @clemengerBBDO
Bronze:
"Prius Super Bowl Live Tweet"
Brand: @Toyota Agency: @SaatchiLA
#CREATIVITY award
Gold:
"#LiveIntheMovies"
Brand: @Airbnb Agency: @TBWAChiatLA
This weekend, #LiveInTheMovies with Airbnb. What movie would you live in? https://t.co/lvcw7smzTe
— Airbnb (@Airbnb) February 26, 2016
Campaign Overview:
Airbnb couldn't run a TV spot during the Oscars, so the brand used this campaign to tap into the Oscars audience. The campaign asked the Twitter audience which movie it would most like to live in and then tweeted back with listings that matched their dream locations.Then, Airbnb tweeted listings that looked to be straight out of the Oscar-winning movies, as the winners were announced on TV.
Results:
The campaign generated 63 million impressions and 1.3 million video views, more than any other brand during Oscars weekend.
Silver:
"#PlayMyTweet"
Brand: @footlocker Agency: @BBDONY
Bronze:
"Taco Emoji Engine"
Brand: @tacobell Agency: @DeutschInc
#CUSTOMER award
Brand: @AppleSupport
Made a mistake while using Calculator? Swipe to delete and keep crunching numbers. pic.twitter.com/K8UN2gour8
— Apple Support (@AppleSupport) August 15, 2016
Campaign Overview:
Apple Support wanted to reduce its customer service response time. The team picked up conversations with customers and incorporated rich media into their responses.
Results:
The campaign saw 150,000 likes and retweets since launching in March 2016.
Silver:
"#SigueTuEnvio"
Brand: @DHLMex Agency: @Gelattina
Bronze:
"Société Générale"
Brand: @SG_etVous
#SCALE award
Gold:
"Dear Media"
Brand: @Dove Agency: @Razorfish
RT if you take pride in what female athletes do, not how they look. https://t.co/ATzYkfgCRS #MyBeautyMySay pic.twitter.com/BtZG4uQtlJ
— Dove (@Dove) August 9, 2016
Campaign Overview:
To tackle the sexist comments written about female athletes before and during one of the world's largest sporting events, Dove encouraged viewers to tweet offensive statements back to the original sources with the hashtag #MyBeautyMySay.
Results:
The campaign generated 40,000 tweets, reaching 321 million people. It also gathered more than 1.2 billion earned-media impressions.
Silver:
"#DeliveringLiveKumamotoEarthquakeUpdates"
Brand: @AbemaTV Agency: @CyberAgentInc
Bronze:
"Day It Forward"
Brand: @chevrolet Agency: @Carat_USA
#IMPACT award
SNICKERS #Hungerithm. When online anger goes up, SNICKERS prices go down. Get yours now. https://t.co/vXiyTICGp9
— SNICKERS® Australia (@SnickersAU) May 23, 2016
Campaign Overview:
"Hungerithm" monitored Twitter's collective mood and sentiment around meal times, so that when the mood on Twitter plummeted, so did the price of Snickers. The Hungerithm connected social promotion to in-store purchases by allowing people to check Twitter's mood every 10 minutes and claim coupons on their phones.
Results:
On Twitter, the campaign received 30 million earned-media impressions. Brand mentions increased by 120%, which helped fuel website visits that reached 400% above benchmark. More than 150,000 Snickers were sold in Australia's 7-Eleven stores, a 67% year-over-year increase.
Silver:
"#RedCups"
Brand: @StarbucksUK Agency: @MGOMD
Bronze:
Hellmann's Strangewich
Brand: @Hellmanns Agency: @WeberShandwick
This story first appeared on campaignlive.com
