Best of 2014: Our Favorite Twitter Campaigns
For Twitter, 2014 was the year of real-time, sweepstakes, personal stories and one epic selfie:
— Ellen DeGeneres (@TheEllenShow) March 3, 2014
Remember that? Ellen DeGeneres's photo (well, technically it was Bradley Cooper's) taken at the 2014 Academy Awards became the most retweeted photo of all time after surpassing one million retweets in just forty-five minutes. Samsung estimates that the tweet was seen by 37 million people worldwide and nearly 43 million viewers tuned in live to watch the selfie taken during the broadcast.
The selfie taken with a Samsung Galaxy was a part of a negotiated agreement to integrate the product into the award show and quickly became one of the most successful uses of modern product placement.
Here are a few more of our favorite uses of Twitter in 2014.
When it comes to the Super Bowl and social, many brands will enter the conversation but few will win. To be heard through all of the noise during one of the biggest marketing opportunities of the year, companies have to do something unique to stand out. Auto insurance provider Esurance did that this year with its #EsuranceSave30 Twitter sweepstakes.
Esurance ran a spot immediately following the game (the "save 30" references the fact that the company saved 30% or $1.5 million by running a spot after instead of during the game) that encouraged viewers to tweet with the hashtag to enter the sweepstakes. The winner was announced on Jimmy Kimmel Live and received a $1.5 million prize from the company.
The sweepstakes ran for 36 hours, receiving more than 5.4 million tweets and over a billion impressions in that time. This campaign really proved the value of incorporating the second screen into big events.
This summer, Coca-Cola labeled Coke, Diet Coke and Coke Zero bottles with the most popular first names and nicknames among American Millennials. As the new packaging rolled out, Coca-Cola launched ShareaCoke.com and encouraged fans to personalize virtual bottles and share them with friends and family via social using the hashtag #ShareACoke.
According to Intelligence, more than 250,000 tweets were sent using the hashtag between June 1 and August, with a potential reach of more than 1.75 billion. The Wall Street Journal reported that Coca-Cola saw a bump in sales, thanks to the campaign.
— Coca-Cola (@CocaCola) July 30, 2014
White House #GetCovered
The White House relaunched its #GetCovered campaign in 2014 with the help of popular celebrities like Lebron James and Lance Bass. The campaign focused on getting the 18-to-34 year old demographic to sign up for health care coverage by the March 31 deadline.
In addition to celebrities' tweets, the campaign included YouTube videos encouraging enrollment. The White House also asked users to tweet their personal stories about getting health insurance, and added a visual element to its website to make these stories easily consumed. Over 7.1 million 18- to 34-year-old Americans enrolled for coverage by the spring deadline.
— The White House (@WhiteHouse) January 14, 2014
Let's go real-time
Twitter continues to be one of the most effective channels for brands to incorporate real-time marketing. Like our RTM expert Chris Kerns has said, "real-time marketing isn't about hijacking a trend with any message— the message still needs to resonate with your audience." We're seeing brands get smarter about real-time and as a result we're seeing better quality real-time messaging and more user engagement.
Here are some of our favorite real-time marketing examples from this year— you may recognize a few instantly, but there are a few others that succeeded wildly while piggybacking off of more niche events and trends.
Giving you more options in wristwear... Introducing the iGuac, the future of wearable fresh. pic.twitter.com/3knZSGvu2t
— Chili's Grill & Bar (@Chilis) September 9, 2014
BREAKING NEWS: We're hearing reports of stores selling out of Ben & Jerry's in Colorado. What's up with that? pic.twitter.com/zBs8nyxZWn
— Ben & Jerry's (@benandjerrys) January 2, 2014
— Arby's (@Arbys) January 27, 2014
The Texan Starter Pack pic.twitter.com/OhD9HcN8Wq
— Whataburger® (@Whataburger) November 18, 2014
— Frappuccino (@frappuccino) May 4, 2014
Have you seen any great Twitter campaigns this year? Tweet @Spredfast and let us know your favorites. Wondering how to lay a strong foundation for success on Twitter and other major social networks? Check out our 6 Blueprints for Social Network Success: