Events

Be What’s Happening: Twitter at #MWC18

By Gordon Macmillan
Friday, 23 February 2018

The Internet of Things, AI, 5G and video will be some of the hot topics at this year’s Mobile World Congress as tech brands converge in Barcelona. Connecting all of that together is mobile. It plays a massive part in the lives of consumers, and it sits at the heart of Twitter. Twitter has always been mobile first and the place that connects people to what’s happening.

One of the big stories at #MWC18 this year is expected to be Samsung with its announcement on Sunday. There are also expectations of launches from many other mobile brands including the likes of @HuaweiMobile@sonyxperia, @Lenovo and @nokia to name a few.  

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Be What’s Happening

This March Twitter will be 12 years old. While a lot has changed, most notably Twitter is a video platform as much as it is one about text, one thing has remained the same. Twitter is a mobile-first platform, and it is the lens our users employ to see what’s happening in the world. Twitter has always been a platform that’s much less about look at me and much more about look at that with the “that” being what’s happening right now.

And that is what Twitter offers brands. A growing platform with an influential set of users who influence the purchasing decisions of those around them.

Video is happening

In 2018 there are more video options available on Twitter than ever before, which makes it such a robust service for advertisers who now more than ever want a brand safe mobile video platform.

Coming up in 2018, we will have a series of content partnerships with a number of premium publishers across the region in news, sports, entertainment and fashion. These will be available for brands to take advantage of either via exclusive Sponsorships or through In Stream video ads.

1. Video on Twitter gets noticed

Using First View on Twitter is a way to ensure your campaign gets noticed. It’s a highly effective way to spotlight your campaign with a takeover on Twitter. The #LikeAGirl campaign from Procter & Gamble’s @Always brand used this to great effect, this meant that the video was the first Promoted Tweet people saw in the UK & Ireland.

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2. Video on Twitter sparks conversation

With a Conversational Video ad, brands can connect their target audience and get their fans to engage with them in a powerful way. In this example Walkers #ChooseOrLose campaign put the passion of crisp lovers to the test via a Twitter Conversational Video ad.

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In this second example, @thetimes used a Promoted Trend combined with a Conversational Video ad to get people talking.

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3. Video on Twitter is premium and safe

In Stream video ads on premium content are a great way to get results and offer advertisers a brand safe pre-roll solution. In this example, @bet365 launched a new game with this colourful creative partnering with Twitter and Mashable to reach its target audience.

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4. Video on Twitter is exclusive

When the #TheWalkingDead returned to our screens last year, @FoxtvUK used a Retweet to Unlock and a Retweet to Remind Card to deliver fans exclusive content and a reminder when the hit show was about to air.

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5. Video on Twitter drives results

Apple created buzz around the launch the new iPhone with a Video Website Card for the launch of the iPhone X. This is a great way to both attract qualified consumers with an immersive auto-playing video that showcases what’s on offer and also extends brand engagement beyond the end of the video with a creative designed to drive consumers to take action.

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Throughout the week, the Twitter Marketing team will be sharing insights with our partner, social intelligence platform @Brandwatch, looking at the stories that are getting people talking at #MWC18 and the brands racking up the mentions. Last year one of the big brand stories was Nokia as the 3310 returned. Who will it be this year?

We’ll also be broadcasting throughout the week live on Twitter chatting to journalists and brands about what they’re excited about #MWC18. See you there. 

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@gordonmacmillan

Gordon Macmillan

‎@gordonmacmillan‎

Head of Editorial, Twitter EMEA

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