The #TweetaGoal digital campaign was created and executed by Razorfish. The results were phenomenal: 26.7 million impressions and 5.17 lakh people were reached in two days
Sarmistha Neogy | Mumbai | July 24, 2014
Brands have always tried to get mileage out of subjects which are topical. It goes without saying that today the best place to engage the audience in a two-way communication is through social media.
In this football season in which the FIFA World Cup recently took centrestage, several brands found it a great opportunity to connect with their target groups. Peter England, for one, tried an innovative and engaging approach , inviting fans to play the world’s first game of football on Twitter (#TweetaGoal). The campaign was executed by digital agency Razorfish. As the concept was so unique and engaging, it immediately started trending on Trendsmap.
Manan Mehta, SVP and Head of Business, Razorfish, said, “We worked on a brief whereby the client asked us to create some kind of engagement around the World Cup. After an in-depth study and real-time intervention, we found that the people who were talking about football were the same guys who love Peter England. It was then that we decided to generate content in real-time to engage the audience in a two-day campaign. The result was phenomenal and it helped to change the image of the brand. Now, even an 18-year-old boy thinks Peter England is cool.”
Following an initial buzz about the campaign, a microsite was launched that gave details on how to play, winning goodies and the list of winners. The rules of this game vis-à-vis a real football game were quite simple. Here, the only requirement was to tweet and show support for one’s favourite team by #TweetaGoal. The more a person tweeted, the longer they got possession of the ball. The moment someone else tweeted, you lose the possession of the ball. Goals were decided according to a special algorithm set by the system. The person, whoever had the ball at the time of a goal, was credited with a score. Every participant who scored a goal got a Rs 2,000 gift voucher from Peter England.To stimulate the intensity of a football match and make the activity more engaging, yellow cards and red cards were given to users who put up spams on the page. The dreaded “offside” rule was incorporated as well. The response of this entire campaign was very overwhelming and it got 26.7 million impressions and 5.17 lakh people were reached.