Bringing to life the power of a single tweet
Being the Online Marketing Rockstars in Hamburg the biggest event of the sector in Europe, Twitter Germany faced a challenge: how can a unique brand activation generate relevant awareness, when competing for attention against the Google and the Facebook of the world? FRASER picked up the emotional story about how a tweet saved Billy’s family business in Texas, USA. Billy, whose father named his donut shop after him and who turned to his Twitter followers for support when only a few customers showed up at the grand opening. After a simple tweet saying "My Dad is sad cause no one is coming to his new donut shop”, his few followers retweeted him, that story was picked up by the local journalists, and it took off on a global scale from there: 5 K responses, 187 K retweets, 378 K likes, and the story being featured on TV shows and many media outlets, both in the US and globally.
Strategy, experiential, campaign, integrated marketing, social media.
Strategy, experiential, campaign, integrated marketing, social media.
Strategy, experiential, campaign, integrated marketing, social media.
Strategy, experiential, campaign, integrated marketing, social media.
Strategy, experiential, campaign, integrated marketing, social media.
Strategy, experiential, campaign, integrated marketing, social media
Strategy, experiential, campaign, integrated marketing, social media
Strategy, experiential, campaign, integrated marketing, social media
Strategy, experiential, campaign, integrated marketing, social media
Strategy, experiential, campaign, integrated marketing, social media
A pop-up store version of his dad’s store was developed and opened for 2 days. Everyone was able to visit, relax, enjoy a yummy donut, and get to know the story of Billy, and many other stories. We flew over Billy himself, to share with the rest of the industry his own story, give interviews, take selfies with visitors, etc. The stories shared at 'Billy’s Donuts by Twitter' highlighted how influential the audience at Twitter can be. These stories were told in looped videos on digital screens on the wall of the pop-up store.
Online Readership: scored a 2.5 M high / Estimated Coverage Views: 15.43K / Social Shares: 130+
FRASER brought the hero of Twitter’s best story of the year to Hamburg.
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