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Reading: ClemengerBBDO Win Big At The First Twitter Awards
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B&T > Technology > ClemengerBBDO Win Big At The First Twitter Awards
Technology

ClemengerBBDO Win Big At The First Twitter Awards

Staff Writers
Published on: 11th November 2016 at 10:38 AM
Staff Writers
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Twitter has announced the winners of its first-ever global Twitter Awards which recognizes original and creative advertising on the social network.

Twitter kept true to its network format, the host rapper Vic Mensa called out the winners in 140-second bursts. Australian advertising agency ClemengerBBDO took out gongs in the Impact Award and Live Award.

Gold for @SnickersAU and @clemengerBBDO in the #Impact Award

The #Impact award celebrates the campaigns that rode their strategies all the way to jaw-dropping ROI results.

Campaign name: Hungerithm

Brand: @SnickersAU

Agency: @clemengerBBDO

With the “you’re not you when you’re hungry” brand story in mind, @SnickersAU discovered that the mood of Twitter gets surlier between meal times. Yes, even the internet gets hangry.

SNICKERS #Hungerithm. When online anger goes up, SNICKERS prices go down. Get yours now. https://t.co/vXiyTICGp9

— SNICKERS® Australia (@SnickersAU) May 23, 2016

The Snickers Hungerithm, an algorithm that monitored Twitter’s collective mood and sentiment, came to the rescue. When the mood on Twitter was chill, the price of a Snickers at 7-Eleven stayed at AU$1.75. But when the mood plummeted, so did the price. The angrier the internet became, the cheaper Snickers got. The Hungerithm connected social promotion to in-store purchases by allowing people to check Twitter’s mood every 10 minutes and claim coupons on their phones.

The five-week campaign delivered more than 30 million earned media impressions, and over 150 online articles with an earned PR value above AUS$1.4 million. Brand mentions on Twitter increased by 120 per cent, which helped fuel website visits that reached 400 per cent above the benchmark. More than 150,000 Snickers were sold in 7-Eleven stores across the country.

Silver for @Melbourne and @clemengerBBDO in the #Live Award category

Play Melbourne Live

Brand: @Melbourne

Agency: @clemengerBBD

To showcase the city of Melbourne, Tourism Victoria broadcast a campaign via Periscope and connected potential travelers around the globe to the up close, unfiltered, and constantly evolving experiences to be had in Victoria’s coastal capital.

The agency created a small ball with a phone tucked inside as a fun, nonintimidating way to get regular people to face the video camera and share their favorite spots. Viewers could ask questions and interact in real time as well. Tourism Victoria was the first tourism office in the world to use Periscope to bring a destination to life in such an immediate and intimate way.

Watch the #PlayMelbourne Live ball turn fabulous fashionista for @VAMFF opening night.https://t.co/KU3UY87F8K

— Melbourne, Australia (@Melbourne) March 14, 2016

Play Melbourne Live saw 28,500 total video views on more than 40 Periscope broadcasts with over 11.5 million total video views and 7.9 million engagements (views, clicks, likes, and shares) across social media platforms.

Congrats to our Australian winners!

 

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TAGGED: einsights, LikeAGirl, shoelaces, Social Media, Woolworths
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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