Using Twitter as a Frenzy Promotional Tool
(Photo via: @chrismartintv)
What do you get when you combine Twitter and a frenzy-style promotional model? OKCsocialrave of course.
On February 24, four Oklahoma City brands came together to put the promotional power of their Twitter networks to the test.
I’ve put together a case study detailing the highlights:
Objectives: Get the city excited enough to attend a flash event at 4:30 on a Tuesday
evening afternoon, promoted solely through the social through Twitter. (Put the driving social/promotional force of Twitter to the test.)
Sponsoring Brands: JD Merryweather (@jdmerryweather) from COOP Ale Works (@COOPAleWorks) and Ryan Parrott (@chefrp) from Iguana Mexican Grill put the idea together as a way to promote their brands together. They defined the parameters and then invited others to add to the event.
OKCBiz (@OKCBiz) was invited to participate after JD and Ryan found out that an OKCBiz article on Twitter, in which they were interviewed for, would be hitting the news stands the day before the event.
JD found DJ JoJo Bolds (@djJ2O) on Twitter and asked him to join in. After all, how can you have a party without the proper tunes?
Audience: Twitter users from Oklahoma City and surrounding areas.
Approach: During the week before the event, the sponsors coined the name and tag, #OKCsocialrave, and started dropping hints about who was hosting and how there would be offering free local gourmet food from Iguana and local beer from COOP Ale Works.
To build anticipation and keep everyone interested the location wasn’t announced until 30 minutes prior to the event. This led to many users creating their own rumors and guesses on where the event would happen, further spreading word and building anticipation. When the location was finally announced an surge in Retweets circulated letting everyone know the actual location.
- 130+ people attended OKCsocialrave
- Contact information was collected at the door from everyone in attendance, including: Name, Email, Twitter ID, Company.
- #OKCsocialrave became the 9th most popular trending topic on Twitter for the day (beating out a number of conference hashtags I might add)
Analysis: This is a great example of one way to tap into the network effect of Twitter. It opens up an array of opportunities for promoting causes both online and off.
Pictures from OKCsocialrave: