Twitter campaigns can be interesting if the brand running the campaign knows what they are doing. One campaign ran on Twitter was run by Turkcell, a Turkish telecoms company who was trying to promote their new smartphones bundled with internet. The purpose of the campaign was to create awareness among the people who use the internet daily that would be interested in the product and spreading the word about it. The campaign was full of post-its, games, and a lot of tweets.
The campaign was generated towards Twitter users because that is where they noticed most people like to spend their time, and it is also an easy way to get messages out to the public. They also knew that heavy internet users tend to avoid banner advertising so they decided to create a live competition that would hopefully catch many user’s attention, and that is exactly what it ended up doing.
The first step they took was getting a gift box to put the phones in then decorating it with many sticky notes that had various different sayings on them. Then they used a live video feed and asked users to start uncovering the box by tweeting what the sticky notes said using the hashtag #Turkcelltweet. By using Twitter connect, tweeters were able to log into the company’s mini site to participate in the on going competition. As soon as more and more sticky notes started to uncover the box, the company started writing their campaign messages on the remaining sticky notes. The tweeters participating then voluntarily started to retweet those messages to all of their followers.
Throughout the competition, in order to keep things interesting, the company would play many games including pictionary, trivia, and word puzzles. The winners of these games played won mobile minutes and mobile data packages. Once it finally came down to the very last row of sticky notes, the company asked the tweeters to get the messages retweeted by a celebrity. Whoever was to do so first with each message was to receive one of the phones bundled with internet inside the gift box.
The competition ran for 7 days only three hours each day. During the duration of the contest they received 56,734 tweets under their hashtag and during just the first day they topped the trends list in Twitter and remained there for the next eight days. Many people joined in the fun including many celebrities with a huge amount of followers which resulted in their little tweets being spread out to over 3.6 million tweeters. This campaign generated a lot of buzz about how innovative and how much fun it was to participate in. Twitter campaigns can be difficult to master but Turkcell did a very good job at it. The uniqueness of this contest is the reason why so many people became interested in participating.