Twitter has revealed its three standout brand campaigns in Australia of 2021.
Angus Keene, acting managing director at Twitter Australia: “Being top of mind and creating meaningful connections with audiences continues to be a priority for brands. This year, we got to see brands get creative and put forward their best ideas to connect with their audiences on Twitter.
“Twitter is the first scroll for when anything is happening in the world. It’s where conversations start trending, whether it’s sports, a new series, or breaking news. Our top three standout brands tapped into these cultural moments to find new and engaging ways to capture their audience’s attention.
“We also saw brands use Twitter to launch something new. We know that 91% of people on Twitter want to see new launches from brands and that twice as many people will talk about a brand if they see their launch campaign on Twitter. For these brands, it’s proven to be a powerful way to make a bang whether launching a new product, or a new series.
“I’m always so impressed by the calibre of brand campaigns on Twitter, and I have no doubt that 2022 will bring even bigger creative campaigns.”
The campaigns:
Brand/Advertiser/Partner: Optus Sport
Name of Campaign: Kicking Goals with Euro 2020
As the official Australian broadcaster of the UEFA Euro 2020, @OptusSport wanted to create the ultimate fan experience for football lovers in Australia and give fans an easy way to catch up on all of the games. Each morning fans received a daily personalised update directly from @OptusSport ensuring fans never missed a moment. These daily updates consisted of a branded Twitter Moment. Each Twitter Moment featured highlights, analysis as well as a subscription offer for Optus Sport.
@OptusSport used Twitter Takeovers across key moments to create hype and drive awareness of their #Euro2020 broadcast and subscription offer in Australia.
Brand/Advertiser/Partner: Foxtel
Name of Campaign: Setting you up for Succession
In anticipation of the launch of Succession Season 3, @Foxtel wanted to deliver franchise fans a unique and personalised experience exclusively to Twitter.
@Foxtel used gifs depicting the most awkward and funny moments from the show as the creative, and we crafted our Tweet copy to deliver an authentically Roy family flavour.
Brand/Advertiser/Partner: Alienware
Name of Campaign: The Alienware Armchair Experts Invitational
Sport is a big topic of conversation on Twitter and so far this year, there have been over half a million Tweets about the AFL - making it one of the most talked about topics on Twitter. Wanting to align and connect with this valuable audience, @7AFL launched #ArmchairExperts at the start of the 2018 AFL Premiership Season. The Australian Twitter-first AFL ancillary panel show is live every week of the AFL season on Twitter via @7AFL, after the Friday night match coverage.
the campaign for @AlienwareOz utilised a suite of Twitter’s engagement and custom video solutions to align and connect to AFL fans, expanding beyond Alienware’s existing hard core gamer audience.
The Alienware Armchair Experts Invitational ran for eight weeks with AFL superstars revealed as PC gamers by host Adam Cooney. The program pivots around Adam Cooney going head-to-head in a game of Rocket League, using the all-new Alienware M15 laptops. Whilst the AFL superstars competed in a game of Rocket League, Adam interviewed the players, often resulting in comical banter which added an exciting layer of competition to the tried-and-true interview format, enabling fans to see a different side to each player.
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