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
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® 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
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.
— 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!