We recently produced and ran a cross-media campaign that integrated beautifully into Twitter. For all the details of the campaign itself then take a look at my previous posting.
The campaign was tightly integrated into what we (XMPie) were doing at a UK trade show (MediaPro Expo 09) and was specifically targeting people to allow them to jump the queues and get a ‘VIP’ badge to attend the demonstration.
This campaign was exclusive to Twitter; which meant that anyone that wanted to experience it had to be a member of Twitter.com and they had to follow the account that we had set up. This again kept the campaign contained to a particular medium. When the campaign was initiated we seeded the viral element on about 5 twitter accounts, and we created a small press-release that went out.
Everyone therefore came into the campaign by responding to a viral message promoting the campaign or came in because of the press-release. There were a few that responded because of word-of-mouth.
Looking at the final results I believe that the viral element to the campaign was ‘potentially’ seen by 20,000 – 30,000 people. I say ‘potentially’ because only a small percentage of people will actually read every ‘tweet’ that they see from someone they are following – so the chances of seeing the viral tweet from the campaign was small. To that effect I cannot really draw any conclusion – except that the potential audience was relatively confined and small (in comparison to what it could have been if we had continually tweeted the viral element).
140 people responded to the call-to-action and followed the Twitter account that we had set up – but only 110 (79%) of those people actually came into their personalised website (RURL), which is interesting. […]