Twitter Australia has today revealed its top three standout brand campaigns of 2021, with those selected being awarded for creatively leveraging the platform, getting users talking, and encouraging new modes of engagement.
The three categories are ‘Reimagining a Live Event’, ‘Launching of a Series’ and ‘All About the Sponsored Content’.
The first prize went to Optus Sport’s Kicking Goals With 2020 , which saw fans receiving a daily personalised update directly from Optus Sport’s official Twitter account, ensuring they never missed a moment of the famous competition.
These daily updates also consisted of a branded Twitter Moment, which featured highlights, analysis, and Optus Sport subscription offers.
Australian first as Optus Sport extends UEFA Champions League and UEFA Europa League coverage through @YouTube and @Twitter. Find out more here: https://t.co/kuZQhaV4Ur #OptusSport pic.twitter.com/gYWXxRlkPj
— Optus News (@OptusNewsRoom) February 10, 2019
The ‘Launching of a Series’ prize went to Foxtel for its ‘Setting you up for Succession’ campaign, which used branded notifications to send tune-in reminders to users.
The messages were powered by Twitter Trends, and were customised to reflect that particular day’s news sentiment, a ‘la good, neutral or bad.
Wouldn’t it be great to find out what kind of news day it’s going to be 𝑩𝑬𝑭𝑶𝑹𝑬 you even look at a headline?
Make your move and ❤️ this Tweet for #Succession new episode reminders and your own news forecast thanks to the Roys 📰 pic.twitter.com/r1CFBmSCoo
— Foxtel (@Foxtel) October 13, 2021
Last but not least, Alienware’s ‘Armchairs Expert Invitational’ took out the ‘All About the Sponsored Content’ category.
The campaign partnered with 7AFL’s Armchair Experts program and utilised Twitter’s engagement and custom video solutions to connect with AFL fans, expanding beyond Alienware’s existing gamer audience.
The campaign also saw Armchair co-host, Adam Cooney, challenging AFL superstars to online games of Rocket League, via Alienware’s new M15 laptop, allowing both AFL fans and Alienware diehards alike to witness a more fun side to these professional athletes.
James Sicily, Jason Johannisen and Jack Viney … AFL superstars, undercover gamers. Who else from the AFL will be revealed on the @AlienwareOZ Armchair Experts?
❤ this tweet and we'll keep you up to date with all the action pic.twitter.com/TD1qxVvJAv
— 7AFL (@7AFL) June 18, 2021
“Being top of mind and creating meaningful connections with audiences continues to be a priority for brands. This year, we got to see brands get creative and put forward their best ideas to connect with their audiences on Twitter,” said Twitter Australia acting managing director, Angus Keene.
“Our top three standout brands tapped into these cultural moments to find new and engaging ways to capture their audience’s attention.
“I’m always so impressed by the calibre of brand campaigns on Twitter, and I have no doubt that 2022 will bring even bigger creative campaigns.”
