What makes a successful campaign on Twitter?

Many have tried. Many have failed. It comes down to two things really. Lack of a creative idea and lack of effort. Being successful in social media marketing requires you to do something completely different to everyone else. So that people notice the campaign. You then have to work hard at it promoting it. It won’t promote itself unless you are a celebrity. There’s no point directly copying a successful campaign but it’s worth looking at a couple to take inspiration from.

Two of my recent favourites are

1. Radio Shack

Radio Shack ran a #ifihadsuperpowers promoted trend campaign in December. The campaign was highly engaging and interactive and promoted brand awareness extremely well.

All users had to do was follow @RadioShack and upload a photo of themselves with their hand outstretched as above. Users had to tweet this photo on Twitpic, along with what they would do if they had super powers, using the hashtag #ifihadsuperpowers.

Radio Shack then responded to every tweet adding a mask and cape and transforming the Twitpic photos into Holiday Superheroes.

They also randomly selected a handful of winners that would receive a prize. Some of the prizes included and e-reader, a Samsung Galaxy Tab, an AUVIO Portable Digital TV, aGarmin GPS and Radio Shack gift certificates.

2. My Irish 140

The below is taken from the site http://myirish140.com/prize/

“We’re giving two lucky people (you have to be a GB resident) an amazing, exhilarating 140-hour adventure in Ireland. It will serve up thrills, excitement, laughs and rewards aplenty. We’ve got the whole thing mapped out, but we want to give our lucky winners a surprise as to where they’ll be going. Maybe it’ll be you.

Naturally, being a friendly bunch, we’d love you to share your adventure. So maybe as you experience our beautiful land,
you’ll send a few tweets. Show everyone how much fun you’re having with us.

While our competition’s open, we’re also giving away a fabulous Irish prize every 140 minutes. There are 60 in total up for grabs.

It’s tweet time

Every second counts! Tell the world your Irish connection in a single tweet right now. Include #makesmeirish.

And remember to follow us: we’re @myirish140″

Clever campaign.

There’s some inspiration. Get cracking.


Jaime Steele

Jaime specialises in brand strategy, creative concepts, naming strategies, digital media marketing and technical project management. He has a strong background in delivering and managing social media and digital marketing campaigns for both small start-ups and blue chip companies.

He has also worked with many top professional athletes, advising on personal branding, sponsorship and social media.