Ad agency Wieden + Kennedy, which is behind the Old Spice “The Man Your Man Could Smell Like” campaign, introduced “Human Twitter” last week during the X Games on ESPN. The program worked like this: Viewers who tweeted using the hashtag #humantwitter had a chance to have their tweets spelled out on TV by 160 letter-holders. (Why 160 when Twitter famously limits tweets to 140 characters? To account for line breaks. The agency didn’t want to continue a word on the next line.)
The effort resulted in relevant tweets related to Travis Pastrana’s devastating injury and the X Games’ first-ever Moto X forward front flip by Jackson Strong. The program was a creative response to Twitter, which isn’t the most advertiser-friendly of mediums on first blush. However, Human Tweets wasn’t designed to promote anything in particular. A Wieden rep says it was meant to be a “fun, interactive event ESPN wanted to do that is meant to give fans a way to interact with the athletes at the X Games.”
[via Creativity Online]
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