Marketing

Smashing it in September — 6 creative wins on Twitter

By Gordon Macmillan
Wednesday, 3 October 2018

We have some top-notch creative campaigns to share with you in our latest round-up. September saw more strong uses of video, including live video, in-stream video advertising, sponsorship as well as polls and great use of a Twitter bot.

BMW UK

BMW UK showed what you can achieve in 6-seconds with this pre-roll campaign from its @BMWUKMotorsport account. Partnering with @ITVMotorsport, BMW ran content to capture some of the excitement around the final weekend of the British Touring Car Championship.

BMW followed the golden rules of creating a 6-second video. It kept it simple and did not try to tackle a complex narrative. Brands are increasing using bite-sized content as it is perfectly designed for the Twitter feed. To cap the campaign, BMW's very own driver took home the trophy for the event.

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Tesco     

This is just delicious. The @Tesco team partnered with Tastemade for the latest in its #FoodLoveStories campaign. Tastemade produced these tasty video assets, which weaved in some subtle uses of Tesco products within each video. It’s a perfect partnership and shows why sponsorship works so effectively on Twitter.

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The Circle    

This new reality show, #TheCircle from @Channel4, has certainly had people talking. With a nod to Dave Eggers dystopian tech novel (also called ‘The Circle’), contestants moved into a block of flats and could only contact each other via various social media platforms. To promote the show @Channel4 launched with a First View and has been running polls and Video Website Cards to keep viewers watching what is becoming a must see show for some.

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HSBC

Partnering with our creator network Niche, @HSBC_UK last month turned to Twitter to promote its partnership with British Cycling. The aim is to get two million people on their bikes to help make Great Britain greener, fitter and healthier.

Three creators (@DollyBowBow, @FamilyFizz, @JadaSezer) took up the challenge to cycle for a month and document their experiences in the process. The creators helped the brand make an emotional and authentic connection with its audience as they made cycling part of their daily lives.  

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Spotify        

Podcasts have been big news over the last two years. With more and more podcasts on its platform, @SpotifyUK used the occasion of #InternationalPodcastDay on Twitter to launch a recommendation service that offered new podcast suggestions via a chatbot. It was a fresh campaign that delivered value to those who got involved and helped Spotify’s audience discover great new shows to listen to.

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Burberry    

And finally, join us on the catwalk. Last month was London Fashion Week, and @Burberry went live on Twitter. The brand made sure people didn’t miss its Spring/Summer 2019 Show and used a Like to Remind to drive tune-in for its Twitter Live Video broadcast. With more than 628K views this was a definite streaming success on Twitter for the #BurberryShow.

 

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@gordonmacmillan

Gordon Macmillan

‎@gordonmacmillan‎

Head of Editorial, Twitter EMEA

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