TANNENBAUM SECTION 2.3 INTERPROCESS COMMUNICATION3 OPERATING SYSTEMS.
Twitter presentation Absolute Radio - Laura Tannenbaum - Brand Marketing Manager
19
Laura Tannenbaum (@iAmLauraT), Brand Marketing Manager #nowplaying @absoluteradio
-
Upload
absolute-radio -
Category
Technology
-
view
3.586 -
download
0
description
Transcript of Twitter presentation Absolute Radio - Laura Tannenbaum - Brand Marketing Manager
Laura Tannenbaum (@iAmLauraT), Brand Marketing Manager
#nowplaying@absoluteradio
82% OF OUR AUDIENCE LISTEN VIA DIGITAL PLATFORM
82%
THE CHALLENGE
Incentivise trial of the station
Raise awareness of our music
THE SOLUTION
A competition based around our playlist
= Promoted Trend
Finding the right hashtag
#NOWPLAYING
MECHANIC
Own popular #nowplaying hashtag for 24 hours
Give away £250 every hour for 24 hours.
To enter to win users had to listen and tweet the name of the artist that was #nowplaying on @absoluteradio
Winners selected at random every hour
PRE-PROMOTION
MONITORED, OPTIMISED, REFRESHED.
Click icon to add picture
8.5mTrend Impressions
Number of times #nowplaying was shown on Twitter homepage.
(Benchmark 7m)
THE RESULTS
2,500New Followers
As a consequence of trend.(Benchmark 1,389)
76kMentions of #nowplaying
and @absoluteradio(Benchmark 7,338)
4pCost per Engagement
(Benchmark 67p)
RADIOPLAYER AND MOBILE LISTENING INCREASED
7%
FLORENCE + THE MACHINE
16/0
2/20
12 M
idni
ght
02:0
0:00
04:0
0:00
06:0
0:00
08:0
0:00
10:0
0:00
12:0
0:00
14:0
0:00
16:0
0:00
18:0
0:00
20:0
0:00
22:0
0:00
2012
-02-
17 M
idni
ght
0
50
100
150
200
250
300
350
400
450
Men
tio
ns o
f Flo
ren
ce &
Th
e M
ach
ine
KASABIAN
15
16/0
2/20
12 M
idni
ght
02:0
0:00
04:0
0:00
06:0
0:00
08:0
0:00
10:0
0:00
12:0
0:00
14:0
0:00
16:0
0:00
18:0
0:00
20:0
0:00
22:0
0:00
17/0
2/12
Mid
nigh
t0
50
100
150
200
250
300
350
400
450
500
Men
tio
ns o
f K
asab
ian
THE ROLLING STONES
16
16/0
2/20
12 M
idni
ght
02:0
0:00
04:0
0:00
06:0
0:00
08:0
0:00
10:0
0:00
12:0
0:00
14:0
0:00
16:0
0:00
18:0
0:00
20:0
0:00
22:0
0:00
17/0
2/12
Mid
nigh
t0
100
200
300
400
500
600
Men
tio
ns o
f Th
e R
ollin
g
Sto
nes
KEY TO SUCCESS
Natural discovery and organic trends fuelled the viral nature of the campaign
Twitter and radio are both immediate and reactive platforms = powerful, flexible and real-time campaign
Twitter gave us the ability to have a two-way conversation that no other medium could have given us
Immediacy we wanted at scale we needed
#thankyou
