VW, Papa John's—and Twitter—win by 'keeping it real', using links and launching new products.
VW
Engagement: 52%
Why it worked: Linked to a live unveiling of the New Beetle, teased during Super Bowl.
Engagement: 38%
Why it worked: New tech products resonate, and Google used Twitter to launch Google Instant, NexusOne and Chrome.
Old Spice
Engagement: 36%
Why it worked: Connected paid tweet to existing social campaign. Brought Old Spice guy out of retirement on Twitter.
Engagement: 36%
Why it worked: Connected paid tweet to existing social campaign. Brought Old Spice guy out of retirement on Twitter.
Ford
Engagement: 34%
Why it worked: Auto category strong on Twitter. Linked to exclusive “spy photos” of the Mustang Boss 302.
Why it worked: Auto category strong on Twitter. Linked to exclusive “spy photos” of the Mustang Boss 302.
Papa John's
Engagement: 34%
Why it worked: Good timing and a social component encouraged users to submit and retweet photos of people receiving a heart-shaped pizza.
Engagement: 34%
Why it worked: Good timing and a social component encouraged users to submit and retweet photos of people receiving a heart-shaped pizza.
Hollywood Records
Engagement: 27%
Why it worked: Another product unveiling, this time a Selena Gomez record release, which name-checked a retail partner (iTunes) and latched onto a popular hashtag.
Engagement: 27%
Why it worked: Another product unveiling, this time a Selena Gomez record release, which name-checked a retail partner (iTunes) and latched onto a popular hashtag.
IamROGUE
Engagement: 26%
Why it worked:: This wasn’t the launch of a show but a key part of building buzz for the build-up, with first images of the new “Wonder Woman” series.
Engagement: 26%
Why it worked:: This wasn’t the launch of a show but a key part of building buzz for the build-up, with first images of the new “Wonder Woman” series.
Twitter
Engagement: 25%
Why it worked: Twitter users have a keen interest in, well, Twitter. Here, Twitter uses its own platform to promote its new web client. This tweet earned 5,971 re-tweets.
Engagement: 25%
Why it worked: Twitter users have a keen interest in, well, Twitter. Here, Twitter uses its own platform to promote its new web client. This tweet earned 5,971 re-tweets.
Xbox
Engagement: 25%
Why it worked:Contests, giveaways and premieres tend to perform on Twitter. Microsoft had already successfully seeded organic conversations for #gears3beta, which became a Trended Topic.
Engagement: 25%
Why it worked:Contests, giveaways and premieres tend to perform on Twitter. Microsoft had already successfully seeded organic conversations for #gears3beta, which became a Trended Topic.
Source: Storify
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