BRIEF: TWITTER IS FOR FICTION.

IDEA: THE BIGGEST STORY TOLD ON TWITTER.

RESULTS: TWITTER THREADS CHANGED THE BUSINESS.

BEST TWEETS HAPPENS THROUGH BREVITY.

TWITTER WONDERED: IS THE TWEET BARRIER BREAKABLE?

THEY TURNED TO @MANUELBARTUAL, TO WRITE A CHRISTMAS TALE FOR THE AUDIENCE. #MANUELXMAS IS 3,500 TWEETS OVER 15 DAYS, ALL HAPPENING LIVE.

20 ARTISTS, 4 AGENCIES, 5 BRANDS TO MAKE IT HAPPEN.

USERS CALL IT NOW “DO THE BARTUAL”, AND THEY ARE WRITING THOUSANDS OF TWITTER THREADS ABOUT ANYTHING.

MEDIA CALLED HIM ORSON WELLES FROM TWITTER.

THE STORY IS TAUGHT IN HIGH SCHOOLS. BREAKING THE TWEET BARRIER, CHANGING THE TWITTER GAME.

The story big in terms of narrative, platform and marketing, so, we needed up to five top advertisers to collaborate in the story with hero products and ambushing the top scenes. As in any other Bond movie, for the first time ever on Twitter: Samsung, Ford, Loterías, Fox and Freixenet. All well known Christmas advertisers.

The story run for 15 days over more than 6 cultural moments, split in 6 chapters tweeted out one by one using text, video, live, chatbots, auto responses and listening to sentiment to fill the gaps with alternative endings. All happening live.

The story crossed as well with the standalone christmas campaigns of the 5 brands creating a crossover on brands, channels and stories.

The production and coordination needed more than 20 artists, 10 cameos, 4 creative agencies and 5 media agencies with 3 pre prodcution months.

160M IMPRESSIONS

2 TT

20,000 REPLIES

700,000 CHATBOT MESSAGES

ROI FOR SAMSUNG, FOX TV, FORD, FREIXENET, LOTERIAS 3,5-5 TIMES THE INVESTED. THEY LEND THEIR HERO PRODUCTS A FOR ANY OTHER 007 MOVIE.

INTERNAL SOURCE OF TWITTER LISTED UP TO 28 INNOVATIONS NEVER DONE BEFORE IN TWITTER FOR THE PRODUCTION OF THE STORY.

"DO THE BARTUAL" IS THE PHRASE TWITTER USERS IN SPAIN USE FOR REFERING TO ANY TWITTER THREAD.

MEDIA CALLED HIM THE ORSON WELLS FROM TWITTER. AND A NEW GENRE INSTANT LITERATURE.

THIS STORY CHANGED 40 YEARS OF TV CENTRIC HOLIDAYS.

THIS STORY IS TAUGHT IN HIGH SCHOOLS.

THE TRANSMEDIA SUCCESS WENT INTO A BOOK, ONE OF THE TOP LAUNCHES THIS SPRING IN SPAIN.

TWITTER TO CALL FOR THE FIRST NATIONAL TWITTER THREADS CONTEST.

TODAY TWITTER IS RETURNING THANKS TO DIVERSIFY ENTERTAINMENT AND EDUCATION ON TOP OF WHAT´S HAPPENING.

A GAME CHANGER FOR THE BUSINESS AND FOR USERS ALIKE.