In this month’s round-up of Europe’s most creative Twitter campaigns, we see advertisers finding new ways to engage users, and new expressions of their brand voice. Many of them combine multiple Twitter ad products, and increasingly they’re including video in the mix – making the most of Promoted Video, conversational video, Periscope and First View.
Whether advertising Whoppers or smoothies, promoting TV shows or feature films, talking finance or fashion, this month’s campaigns use Twitter to tell the kinds of stories that bring people closer to their brands.
- France
Burger King (@BurgerKingFR) invited users to Tweet a new Whopper recipe with the hashtag #NextWhopper, for a chance to see it replace the current Whopper. (In the end, Burger King revealed that it wouldn’t change its own winning Whopper recipe – but reminded customers that they can always customise their orders.)
Fashion and homeware e-tailer La Redoute (@LaRedouteFr) let customers add items straight to their shopping baskets from their Twitter timelines. Users who Retweeted a @LaRedouteFr Tweet of a product received an automated Tweet with a link to their updated basket on the brand’s website.
- Germany
L’Oréal Men Expert (@MenExpert_DE) ran a dynamic campaign targeting 125 different key moments during German #EURO16 matches, reacting in real time with GIFs of its brand ambassador, actor Wotan Wilke Möhring.
Mercedes-Benz (@MercedesBenz) created a 360° campaign for #EURO2016 including a dedicated username (@mbfussball) and a memorable hashtag #ViveLaMannschaft (#LongLiveTheTeam). There was also this custom emoji, Website Cards and conversational video.
- Italy
Versace (@Versace) used Twitter Halo to offer fashionistas a behind-the-scenes view of its new collection.
- Netherlands
Eredivisie broadcaster FOX Sports (@FOXSportsNL) ran a First View campaign with hashtag #WijZijnEredivisie (#WeAreEredivisie). Its video of historic football moments was the first ad Twitter NL users saw in their timeline for 24 hours.
Media provider Ziggo (@ZiggoCompany) ran its First View campaign the day after Dafne Schippers (@dafneschippers) won the Women’s 100 metres before a home crowd at the European Athletics Championships in Amsterdam. With the hashtag #KijkTerugMetHorizon (#ReplayWithHorizon), Ziggo reminded people that they could use its Horizon service to watch memorable moments on demand.
- Belgium
Alpro (@Alpro) combined conversational video and auto-reply to launch its #AlproSmoothie Inspiration Tool, helping people create personalised smoothie recipes.
- Spain
Disney (@DisneySpain) was the first advertiser in the Spanish market to use a Promoted Tweet Carousel, a new ad unit that provides a rich canvas for brand storytelling. @DisneySpain showed its own Tweets about #BuscandoADory (#Finding Dory) alongside influencers’ Tweets, creating huge positive sentiment around the campaign.
To promote the launch of new show Maraton Man, Movistar+ (@movistarplus) channel #0 (@cero) ran a contest that combined Periscope, a Q&A and Promoted Video with autoplay. This was all neatly tied together with the hashtag #RetoMaratonMan (#MarathonManChallenge).
