Last week, Twitter timelines lit up with live news about drones, virtual reality, and self-driving cars as the annual International Consumer Electronics Show (#CES2016) took over Las Vegas. Over the course of the conference, Tweets about tech launches and the promise of a smarter, more connected life generated more than 1.1 billion impressions, on and off Twitter.
Many brands used Twitter to reach a live global audience, including Intel, Samsung, and Logitech, three of the most-mentioned brands on the platform during the event. Here are five things we learned from their success:
1. Create a Tweet-worthy moment.
During CEO Brian Krzanich’s keynote address, @intel wowed fans — and inspired them to Tweet — by setting a world record for launching the most airborne drones at one time.
Video: @Intel’s stunning record at #CES2016 keynote: most drones airborne simultaneously https://t.co/k477ZCxTMP pic.twitter.com/psGYTv5a1g— GuinnessWorldRecords ( @GWR) January 9, 2016
2. Share rich media to make people feel like they’re at the event.
@intel sparked buzz by showcasing new wearables and personal robots via Vines and videos.
When Intel’s #CES2016 experience gets your adrenaline going. #wearables https://t.co/s5VMkmRDLn— Intel ( @intel) January 8, 2016
Yes, this is a robot you can ride. See it at Intel’s #CES2016 booth. pic.twitter.com/Q6P0d5dO32— Intel ( @intel) January 9, 2016
The brand also generated #FOMO by offering glimpses of conference-goers enjoying its products.
It’s the Intel Curie jam! Visitors to #CES2016 found creative ways to dance to the music. https://t.co/MizPyv8TD2… https://t.co/BOJP2GB5Qr— Intel ( @intel) January 10, 2016
#Gaming gets personal at Intel CES2016 as gamers see their own faces in the @Fallout 4 wasteland. #RealSense pic.twitter.com/cQpClMtlbT— Intel ( @intel) January 10, 2016
3. Send a steady cadence of news.
Samsung shared each of its new products on Twitter. Many related to the Internet of Things (#iot), one of this year’s most popular hashtags and the theme of Samsung’s keynote. The new items included a smartwatch, a smart refrigerator, and a virtual reality headset.
#GearS2 is on display in our booth at #CES2016! #SAMSUNGxCES2016 https://t.co/m3O1QNP6u7— Samsung USA ( @Samsungtweets) January 8, 2016
You won’t miss anything when you need more popcorn with TV mirroring on Family Hub. #CES2016 #SAMSUNGxCES2016 pic.twitter.com/yanycE54SC— Samsung USA ( @Samsungtweets) January 8, 2016
#GearVR made a splash. Learn about the groundbreaking technology: https://t.co/NuYjycPgEu #CES2016 #SAMSUNGxCES2016 pic.twitter.com/YhFzW8dUg0— Samsung USA ( @Samsungtweets) January 9, 2016
4. Partner with an influencer.
@Logitech piqued interest in its new offerings by collaborating with popular comedian @bengleib. The brand Tweeted humorous-yet-informational images and videos depicting Gleib’s experiences at the conference, and tagged each one with #Logitechlive so that users could easily follow the story.
.@bengleib in line for the most anticipated #CES2016 gadget yet. Can anyone spare a quarter? #LogitechLive pic.twitter.com/8TvUK5LdBd— Logitech ( @Logitech) January 9, 2016
Watch @bengleib learn how the Harmony Hub controls *everything*. Including popcorn. #CES2016 #LogitechLive https://t.co/XnWmbX7Atx— Logitech ( @Logitech) January 9, 2016
5. Encourage fans to share your message.
@Logitech also spread its news farther by giving users who Retweeted a chance to win prizes.
ICYMI: Every hour of CES we’re giving away a mystery Logitech product. Follow along w/ #LogitechLive #CES2016 and RT for a chance to win!— Logitech ( @Logitech) January 6, 2016
Want to own the conversation at the next major global event? Check out our success stories for more inspiration.