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Our favourite Twitter campaigns

Brands should not see Twitter as an afterthought, especially when it comes to advertising. Here are some brands, both big and small, who did it right, and continue to do so.

The small change.

Restaurateurs in Dublin’s fair city know where it’s at.

First up is Joe Macken’s pop-up hipster eaterie @CrackBIRDdublin which opened its doors on Temple Bar’s Crane Lane in early 2011 and the buzz sent a ripple through Twitter. Why? #tweetseats – that’s why!

There were a section of six seats in the restaurant, referred to as #tweetseats, you could tweet @CrackBIRDdublin with the hashtag #tweetseats and request a table for 2, 4 or 6 people at various times throughout the day and your chicken dishes would be complimentary.

The initiative could not have worked out better for trailblazer Macken and he has since expanded his empire while @CrackBIRDdublin now has coming up on 20,000 active followers on Twitter.

@BITEdublin followed Macken’s lead and utilised Twitter to create a buzz, there’s that word again, prior to the opening of their ‘Hip, not hipster’ restaurant on South Frederick Street.

The premise was simple. Release sneaky previews of their lunch and dinner menus on their Twitter page then harness people’s curiosity with getting bums on seats the ultimate goal.

I have first hand experience of @BITEdublin and there is no question that their social media strategy, and in particular their use of Twitter is on the money.

Ahead of their recent relaunch @BITEdublin published a set of ‘strict’ rules. Poor James Blunt!

Using Twitter, just like @CrackBIRDdublin do on a daily basis costs nothing and in these recessionary times saving money is what it’s all about.

Let’s change tack now, move across the Irish Sea and talk big business.

Big bucks.

Starbucks’ #FreeStarbucks campaign, from March of last year, centred around giving away free lattes to announce the new stronger drink with two shots of espresso in a tall size. Though the campaign proved successful, the months that followed presented Starbucks with plenty of challenges, but social media and Twitter remain crucial to the coffee company’s communications.

EE, formerly Everything Everywhere, hit the ground running with regard to Twitter. The 4G mobile phone operator reached a wide audience using both Promoted Trends and Tweets while it also integrated Twitter activity into its overall advertising campaign, using hashtags and @ handles in all above-the-line media to do so.

During the recent London Olympics, Puma’s Twitter campaign revolved around one person, the apple of Puma’s eye when it comes to branding – Usain St Leo Bolt. Puma used a selection of brand ambassadors like @RickieFowlerPGA and posted pictures in Bolt’s famous pose as well as other images of the fastest man in the world draped in his national flag.

Launching new Dairy Milk bars into an already crowded marketplace, Cadbury’s captured the imagination of their followers by challenging their puzzle solving prowess. Followers who successfully solved tweeted puzzles via the hashtag #newcadburydairymilk were sent free samples of their new bars, Toffee Popcorn and Golden Biscuit Crunch.

Adidas capitalised on the closing ceremony of the London Olympics by running Promoted Tweets that included giveaway’s of athlete’s gear, such as Jessica Ennis’ signed shoe.

Furthermore, their official hashtags, #takethestage and #takethebaton, were mentioned 146,078 times over the course of the biggest sporting event of the year while Adidas’ followers on Twitter grew by 25%, according to data from Sysomos.

Staying with sport and to promote the launch of FIFA13, @EASPORTSFIFA asked questions and solicited votes targeted to a core audience of gamers and footballers; engaged participation on Twitter by asking for guesses about who would grace the game’s cover.

Finally, the hashtag #LetsDoLunch was launched by Domino’s as a way of driving lunchtime sales with cheaper pizza the dangled carrot.

For every tweet including #LetsDoLunch, Domino’s cut the price of its Pepperoni Passion pizza by a single English penny.

In the United Kingdom the price of the pizza dropped from £15.99 to £7.74 while on the Emerald Isle a similar campaign saw the price fall from €20.00 to €13.24 for customers between 11am and 3pm on the particular day.

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WWF Together

- Eric Rowntree, Junior Designer

The WWF, or World Wildlife Fund, has recently released a beautiful app to further promote an awareness of endangered species and what can be done to aid this conservation effort. As the world’s leading conservation organisation, they are no strangers to the use of innovative campaigns to capture the attention of people all over the planet. For example, a number of years ago WWF Germany created a unique .wwf file format, which is essentially a .pdf file which cannot be printed, thus saving countless trees.

The app, simply titled WWF Together, ticks all the right boxes. It’s executed in a beautiful manner, has content that will engross the reader, breath-taking photography and video, and incorporates the iPad’s native features with seamless execution to provide an enjoyable experience for the user. It’s packed with playful interactive features; compare your vision to that of a tiger, stay as still as a polar bear hunting or chop bamboo like a panda. A 3D interactive globe informs you with some interesting facts and what distance lies between you and the natural habitat of any particular species. One of the nicest features is the unique origami animations for each species, which includes a set of downloadable instructions to help you create your own origami at home.

As you work through all the fascinating content you are invited to share it through Facebook, Twitter or by email. It’s the ease in which you can share the content that will ultimately help the WWF reach their goal of creating global awareness. While the content can be easily shared in the digital world, it’s just as accessible for parents to educate their kids through this modern and fun medium, paving the way for a new level of awareness in our next generation.

WWF Together mixes education with fun and strives to find the answer to an age-old problem with modern technology. Hats off to AKQA, the agency behind the stunning design and the creative features that captivate the user. In the first two days after its release on the 12th of January, it was downloaded over 100,000 times. Download the app for free at http://worldwildlife.org/together

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Who Cares?

- Eamonn Burke, Junior Designer

The Swedish Armed Forces have always been keen on using social media to drive recruitment. Their ‘Who cares?’ campaign is another great example of this.

The campaign was designed to make people think about whether they would be willing to sacrifice their own comfort in order to save a stranger much the way people do when they join the Armed Forces.

The creative concept behind it is that someone was locked in a small boxed room in central Stockholm. This room has several cameras which delivered a live feed to outdoor screens, the campaign website, and even online banners on sites like YouTube.

The catch was that you couldn’t do anything to help the person online or take action at home. In order to help them you had to come and physically take their place, prompting the question, ‘Do you care enough to act?’

The talk of the campaign on social media sites became so great, that people travelled from all over Sweden to take part. During the 89hrs the box was open, no one spent more than 2hrs before rescued by a stranger.

It’s very refreshing to see a recruitment campaign done in such an innovative way, using digital media to invoke such a passionate response. It’s also an insightful way to help people understand the valuable work that the Armed Forces do and the sacrifices they make.

The results of the campaign far exceeded expectations, receiving 9,930 applications to join the Armed Forces, over double the target of 4,300.

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Body Computing

October 16th, 2012 | Category: Digital we like, Mobile, Newsletter Issue .04


Steve Jobs once described the computer as a “Bicycle for our minds”, an idea that Wilson Minor expanded on in his talk at build 2011 describing it as a “bionic extension of our own human abilities.”

The future of digital design and development combined with science can build on those ideas with ground breaking possibility. Never has this been more true than with the new idea of “Body Computing”. A term coined by Dr Leslie Saxon of the the USC Centre for Body Computing. She believes that by looking at the potential of continuous wireless communication as it related to health and the ubiquitous nature of smart phone ownership we could have access to an invaluable source of data.

Doctors have lots of experience measuring heart rates and rhythms during and after serious events – during a heart attack, for example, or in patients who have longstanding heart disease. But no one has ever been able to observe what heart rhythms are like on a continuous basis in the general population. Dr Saxon recently completed a study with AliveCor (maker of the iPhone ECG device) showing that wireless, ubiquitous heart rate monitoring–say, with the AliveCor iPhone case-can detect all sorts of heart conditions.

With the Cardiograph app, users can simply place their fingerprint over the camera of the iphone and it detect your heart rate storing the data into the Cloud. Her latest venture is everyheartbeat, a website that will aggregate heartbeat data from around the globe to search for patterns while also warning individuals of potential health issues.

The idea of using sensory application at the touch of a finger has endless possibility as seen with the fact the the Centre for Body Computing are also in the process of combining with the Nigel Study to which is using sensors in a car to record the action of the driver. One day, she imagines, a car’s pollution sensors, heart-rate sensors (maybe integrated into the steering wheel), GPS, and oxygen content sensors could all work together to tell drivers if, say, a certain polluted area of the highway affects their health–or if their heart rate goes up every time they arrive home or at the office. All these idea make for a fascinating look into how we design and build in unison with digital technology to benefit our behaviour and health.

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Get to know Google+

July 19th, 2011 | Category: Digital we like, Social Media, google+

If you initially thought Google+ would be a threat to Facebook’s 750 million users, everyone was impressed by seeing the Facebook and Skype integration that allowed users to make video calls to their Facebook friends by simply using their Facebook chat. So, how does this compare to the threat from Google’s own feature – Google Hangouts?

Hangouts is a feature on Google+ that allows users ‘to hangout’ with their Circle of friends. The idea is to hangout with a group of your friends while they’re doing whatever online instead of waiting for them to go on to Facebook.

If you want to get to know your friends better, then it could be time to get to know Google+ better too!

Check out the video below for more details.

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Munster Matters 2nd Edition

February 11th, 2010 | Category: Digital we like, Showing Off, advertising for the digital age

We’ve just put the finishing touches to the latest instalment of Munster Matters, the online magazine for Munster Rugby. In it, we take a look at the upcoming Heineken Cup matches, The British & Irish Cup, as well as an in-depth interview with Mick O’Driscoll.

The magazine has a hat-full of interactive elements, info, and videos, as well as being fully share-able. Take a look and let us know what you think!

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Bord Gais & Pix.ie

In our latest campaign, this Christmas season we’ve teamed Bord Gais up with Pix.ie to run their “Big Switch On” campaign, in which they are sponsoring the switching on of Dublin & Cork Christmas lights. We’re using Christmas themed Twitter #Tags to create a buzz around the campaign and pulling them in to a live stream on the Pix.ie group page.

A further goal of this campaign is to invite budding photographers to get involved by uploading their favourite Christmas ’09 images. If we gather 500 festive image uploads, Bord Gais will donate €10,000 to the Dublin Lord Mayor’s Christmas Fund. Festive fun while also contributing to a good cause!

You can find out more about it here: http://pix.ie/group/christmas09

Happy Christmas!

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ADA eMag is online!

It’s finally here, our first edition of the ADA eMag. If you’ve been directed here you probably already know about the great features contained in it…..but….. let’s go over them again! The emag contains written and video content and is fully shareable. Simply drag your cursor over the any of the content to send to a friend. Click on any area to zoom in on text or video.

If you haven’t seen the eMag yet you can find it here.

We’d love your feedback so comment on this blog post with your thoughts. Hope you like it!

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ADA eMag

We’re making progress on our eMag at last! It’s been a few weeks in the making so can’t wait to finally be able to share it with you all and get some feedback on it. We’ve got interviews with a top Facebooker, loads of great video content, interactive videos, and loads of other features to keep you busy!

*Update: You can now sign up to receive the emag, just fill out the form on the link here: bit.ly/8020emag

…and we’ll send it to you as soon as it’s ready!

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