Marketing

5 Creative Wins: Adventures in Glastonbury to the kings of Liverpool

By Gordon Macmillan

Each month we highlight great creative marketing on Twitter, to showcase how brands are using the platform to launch new campaigns and connect with consumers. 

This month we feature five of the best from BBC Glastonbury, Starbucks UK, Budweiser UK, UK Government and IBM.

1. BBC Glastonbury 

With the 2020 festival season cancelled, the BBC brought people together with the hashtag #Glastonbury2020. This established Twitter as the go-to destination for all things Glasto over what would have typically been the weekend tens of thousands of people descend on Worthy Farm. 

What’s good

At the heart of #Glastonbury2020 was an inventive threadventure, which acted as a showcase for the BBC’s rich Glasto archive. The thread took people on an amazing journey that celebrated 50 years of the UK’s best known festival. Threadventures offer a creative way to keep people engaged and entertained - as well as showcasing a variety of brand content.

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2. Starbucks UK

As @StarbucksUK said goodbye to its Ruby Flamingo Frappuccino, it sent a timely summer reminder to catch this delicious looking raspberry flavoured dream before they disappeared from stores.

What’s good

It’s a vivid example of what you can do in under 15 seconds of video by following Twitter’s best practice guidelines. Using Promoted Video, it not only has a sound-off strategy to reach more viewers, but features persistent and prominent branding throughout. Worth noting that video with clear logo placement drives +36% higher recall and has no adverse effect on video view times(1). 

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3. Budweiser UK 

To celebrate Liverpool FC (@LFC) winning the Premier League, @BudweiserUK took to Twitter to congratulate football’s new champions.

What’s good

With perfectly chosen music, featuring Ohana Bam’s ‘Make way for the King’, @BudweiserUK gave us an aerial swoop over the city’s iconic Liver Birds at the top of the Royal Liver Building in this short but sweet (17 second) Promoted Video. It racked up thousands of likes and video views, as it joined the vast conversation that took place on Twitter around @LFC’s title win. 

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4. UK Government UK 

Throughout COVID-19, @GOVUK has been running high profile information campaigns to connect with the UK public on Twitter. 

What’s good

This is an excellent example of how advertisers are increasingly integrating shorter, mobile-optimised videos into their campaigns to get their message across, and it ticks all of the boxes. For this one, @GOVUK partnered with Twitter’s @ArtHouse to get across an essential message in just six seconds of video with sound-off, consistent branding and landing critical points in the first few seconds. Our research has found that 70% of the total impact2 for key brand metrics is made in the first three seconds.

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5. IBM

Wimbledon was one of many major sporting tournaments cancelled this year that also found a way to entertain fans digitally. 

What's good

Using the hashtag #WimbledonRecreated, @Wimbledon partnered with @IBM to bring tennis fans a digital tennis first. For this campaign, the computing giant partnered with @ArtHouse to tell the story of how some of the greatest matches from past Championships were recreated for 2020.

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Sources:
1. Video best practices on Twitter, with GroupM, MetrixLab, US, 2018
2. Twitter Internal, Meta-analysis of 275 Nielsen Brand Effect studies

 

 

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Gordon Macmillan

‎@gordonmacmillan‎

Head of Editorial, Twitter EMEA

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