Brands are constantly looking for ways to connect with their target groups and engage with them and social media has proved to be the perfect platform to do so. By actively involving their consumers on social media, brands are now able to create a two-way communication system which connects them with their target consumer in a better way, resulting in an enhanced consumer experience. Not only has it helped brands in understanding the needs of their audience it has also facilitated the creation of an engaging platform.
An example for the above is #TweetaGoal where Peter England invited fans to play the world’s 1st game of football on Twitter. With double the fun and excitement, through this contest Peter England showed that by thinking out of the box one could really get people to connect and engage with the brand on a different level.
Following an initial buzz about the campaign, a micro site was launched that gave the details on how to play, winning goodies and the list of winners. The brand asked fans to show support for their favourite team with #TweetaGoal while continuously tweeting about them. The rules of the game – The more you tweet, higher is your “ball possession” but if you let someone “Tweet Beat” you, the ball goes to the other user. At the rate of 1 tweet every 2 seconds multiple players were frantically tweeting to take possession of the ball. At random moments of the 90 minute game, goals were scored. The last player to hold possession when the goal occurred was the goal scorer.
To stimulate the actually 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.
This activity met with an overwhelming response from the audience as Peter England successfully used this medium and won its audiences hearts all over the country. The brand went out the extra mile to create a real life experience which truly was a “goal in one”! The site saw a high level of interest and involvement from the audience as a total impression of 26.7 million and a total reach of 5.17 lakhs was reached.
The game could be watched live on www.tweetagoal.com and a total of 25 goals were scored and the 8 games were played with passion and excitement.
Peter England is the most loved and largest menswear brand in India with more than 10 million garments sold every year in 600+ stores across more than 2000 towns.
