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The summary (in 140 characters or less)
@CokeZero came to the rescue of distracted guys in need of Mother’s Day gifts using a real-time Twitter contest.
@CokeZero wants to increase its appeal among guys. Mother’s Day offers the perfect opportunity to engage guys in an experience that communicates the brand’s promise, in terms they could appreciate while still taking care of the most important women in their lives.
@CokeZero and their creative agency partner, @Droga5 know that guys can be forgetful about Mother’s Day. They saw an opportunity for @CokeZero to come to the rescue of sons who got so distracted by their busy lives and spring weather that they neglected getting mom a gift until it was almost too late.
@CokeZero merged the digital and physical worlds to create #motherpieces: a Promoted Tweet invited @CokeZero followers to explain why they left their Mother’s Day shopping until too late. Participants were then able to use the hashtag #motherpieces to share their individual reasons.
Give the gift that says, “I definitely didn’t forget Mother’s Day,” even if you definitely did. #Motherpieces http://t.co/pi6ycA5a01— Coke Zero ( @CokeZero) May 12, 2013
If an “excuse” passed muster, the @CokeZero team asked for a digital picture of the forgetful son. Artists were hired to turn the picture into a one-of-a-kind, hand-painted portrait they could give their moms as a gift.
#Motherpieces Was hiking the Swiss Alps when I was attacked by Nordic trolls tht migrated South in search of @CokeZero, & stole my gift 4 ma— Bro-Chi-Min City ( @ThenTheresZmuda) May 12, 2013
The @CokeZero team knew that there are two kinds of gifts moms love: pictures of their kids, and handmade keepsakes. This led them to the idea of creating irreverent paintings based on submitted photos. @CokeZero and @Droga5 ended up producing 38 portraits from the 173 #motherpieces entries they received.
Wow, I love @CokeZero almost as much as my mom RT Hey @THEJoshFriedman, your portrait is ready! #Motherpieces pic.twitter.com/z80TJUFfsI— Josh Friedman ( @THEJoshFriedman) May 13, 2013
Pro Tip: Give back to your followers.
Mother’s Day was a chance to thank @CokeZero followers. The brand had spent a lot of time and energy building up their Twitter presence, and #motherpieces was a way to engage their followers while providing a tangible benefit.
On Mother’s Day, the @CokeZero team came together to coordinate Tweets and art in real time. They gave followers behind-the-scenes access to the paintings in progress. Twitter’s real-time nature made it the ideal platform for one-to-one conversation with fans.
@haldash Your portrait is coming along. Mom’s gonna have something great for above the mantel. #Motherpieces pic.twitter.com/dVThZYwrZQ— Coke Zero ( @CokeZero) May 12, 2013
Pro Tip: Align real-time campaigns with cultural moments and popular events to tap into existing conversations. After the success of #motherpieces, @CokeZero plans to continue to look for opportunities like holidays or serendipitous cultural moments to engage fans in authentic conversations on Twitter.
Not surprisingly, mothers loved their #motherpieces.
Happy late Mother’s Day mom! Huge thanks to @CokeZero for this painting, it’s incredible! #Motherpieces pic.twitter.com/Q79x5pBvLx— Dayton Balderston ( @Daytonbalderstn) May 23, 2013
The @CokeZero team knew that showing guys interacting with the brand in an authentic way would be the best tactic to drive word-of-mouth. Excellent engagement metrics proved them right: a spokesperson for @CokeZero told us they earned an impressive engagement rate of 4.38% on Promoted Tweets in search for #motherpieces. @CokeZero also gained 1,400 new followers through the campaign.
Hey @CokeZero from our family to yours, thanks for this Mother’s Day. #motherpieces pic.twitter.com/fVFClIJ2Hb— Tyler Halonen ( @thalz2) May 23, 2013
Look for more @CokeZero Twitter campaigns aimed at men during football season.
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