Entertainment > Branded Entertainment

TWEET IF YOU ARE IN LOVE

B FLUID , Milan / CONTROL / 2014

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Overview

Credits

OVERVIEW

CampaignDescription

Branded content production has a vast potential in Italy, it could provide a good alternative to the entertainment offered by the only two great TV networks, Rai (public) and Mediaset (private). A potential still widely unexploited due to poor broadband coverage over the country, limiting the access to online contents, and to the low investments from companies, still leaning towards traditional media. However, the growth of a third TV network, Sky, and the slow but constant spreading of broadband coverage boosts new entertainment and contents production.

Effectiveness

We controlled condom brand positioning as the protection for committed relationships. So, we decided to launch a new Twitter profile.

We needed to reach and activate the core target (lovers) without breaking the Italian Twitter policy that prevents direct sponsorship for sex related brands. So, we started from lovers' favourite activity on social networks: talking about their love. First, we launched a hashtag especially dedicated to them, #ifyouareinlove , and we made little birds sing for everyone using it. We developed software that detected all tweets using #ifyouareinlove, translated every letter in an alphabet of real tweets thus creating a melody, for each different one.

Using these melodies, the same software generated little music videos starred by the Tweets Singers: 10 bird characters, inspired by different musical styles. For each style we created a story and a soundtrack, the original tweet became a real animated music video, totally customized by the user's message and totally new.

The software finally sends a tweet from the new Control profile containing the link for the user to see the content, which is unexpected and personal, discovering the brand's new profile in the best way.

Moreover, the brand ended up with a new fan base, positively formed by relevant followers, picked out with the hashtag and then reached with the personalized content.

Implementation

With the Tweet if You are in Love operation the content reaches the audience rather than the opposite. To convey the new Control profile avoiding direct sponsorship, the Italian Twitter policy forbids sex related brands, we launched a specific hashtag and developed a software detecting all the tweets using #ifyouareinlove. The same software would then create customized content finally sending it to the user from the brand's profile. The brand thus reached its relevant target, with unexpected content while unveiling the new profile.

Outcome

The Tweet if You are in Love operation generated more than 10,000 connections for over 3,000 minutes of animated videos and created a fan base of more than 4,800 followers in two weeks. But the best thing about these results is the quality of the contacts we reached thanks to the hashtag dedicated to lovers. People that have a real interest in getting in touch with the brand, furthermore received customized content designed to be shared with their loved one.

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