February may be the shortest month in the year but, in campaign terms, there’s been a whole lot going on. The thing that gets us most excited in February is awards season. Here in the UK, Twitter really lit up on 18 February when Hollywood came to London for the Bafta Awards.
Other top quality marketing examples included excellent work by @KFC_UKI, @O2, and @benandjerrysUK who used everything from Promoted Video to Direct Messaging Bots to drive traffic and build brand awareness.
Hollywood film stars, glitz and glamour. Every year the Bafta Awards present a key opportunity for brands looking engage with movie-loving consumers. @EE has been a long-term proponent of this having sponsored the Baftas since it was Orange way back in the 90s.
One of the challenges with a long-term partnership is creating new and exciting content. To do this @EE gave a leading role to both Twitter's Sponsored Red Carpet Live Stream and an influencer campaign with though Niche.
Awards are all well and good, but for some an invite to the after-show bash is the main event. As a result, Nestle sparkling water brand @SanPellegrino embarked on its first Twitter campaign and targeted all those ticketless cinema buffs by sponsoring exclusive interviews at the Live After Party event via a pre-roll.
Like @EE with the Baftas, it is always good to see brands keep faith in a long-term strategy. In @O2’s case this comes with 'Follow the Rabbit', the latest installment in its alignment with live music.
@O2 used Twitter First View, a Video Website Card, and the Brit Awards Sponsorship package to show its latest TV ad. This linked through to its Priority Tickets page, allowing users to purchase tickets 48 hours before general release.
Video looks great on Twitter. That's why we love this push from @VirginMedia. The brand used 3D video in a Twitter Video Website Card to promote its programming and encourage sign-ups to its service.
As part of this @VirginMedia used Netflix's drama Orange is the New Black to highlight its access to premium dramas as well as its latest set-top box.
Warner Bros. UK
There's no need to go hunting around in the jungle to find a good campaign. @WarnerBrosUK targeted consumers on the hunt for a good film with this campaign for #TombRaider. The brand used Twitter's Promoted Video to build awareness of the film and allow Tomb Raider fans to buy tickets to see it.
Face it, it’s impossible to resist dunking choccie biccies into hot drinks. @KITKAT used Twitter Promoted Video, First View, and even created a super-cute custom Emoji as part of its aim to make it the number choice for dunking. The 10-sec video received over 1.8 million views. Time to get the kettle on.
Ben and Jerrys
Sometimes the main selling point for a product is its ingredients. To build awareness around this @benandjerrysUK used Twitter Website Card to help customers learn more about what goes into their range of tasty non-dairy ice creams.
Final spot has to go to @KFC_UKI because you can't beat a great bit of tactical marketing.
You might have heard that @KFC_UKI had a bit of a chicken supply problem earlier this month.
Fortunately, @KFC_UKI created an awesome Direct Messaging Chatbot on Twitter once the chicken supply had been replenished. The #WheresMyChicken campaign chatbot asks for your postcode and directs you to the nearest open @KFC_UKI. Proof there is a (finger lickin’ good) silver lining to every cloud.