Hive’s #TweetToHeat Brings The Heat To Manchester

Hive’s #TweetToHeat Brings The Heat To Manchester

By myclever™ Agency

In our weekly round up series, we’re taking a look at Hive’s #TweetToHeat social media campaign.

The #TweetToHeat Shelter at Manchester Piccadilly



Hive Active Heating is an integrated system by British Gas that allows users to control their existing home heating and hot water facilities remotely, using their mobile phone or tablet.

The brand has 4,302 Twitter followers and 5,174 Facebook Page likes. British Gas has significantly more followers on both platforms, as well as accounts on YouTube, LinkedIn and Google+.


The experiential stunt appeared in Manchester Piccadilly station on Friday, to increase product awareness. Masterminded by Chi&Partners, Hive’s full service agency, tweeting the hashtag #TweetToHeat would warm up the shelter using Accurate Instant Response technology from Visual Voice.

By participating, people could win their own Hive kit, while one lucky winner would also win an iPhone 6.

The stunt forms part of a ongoing takeover campaign in Manchester that includes digital out-of-home advertising featuring characters that react in real time to the weather around them.

Pamela Brown (head of marketing and insight at  British Gas) said:

“We love #TweetToHeat – it fits perfectly with our progressive communications approach, using technology to bring to life our smart brand idea; that you can control your heating and hot water from anywhere with your phone.”


The Hashtag #TweetToHeat has received 379 mentions (all on Twitter) since Friday 27th February, achieving 1,300,836 impressions. 13% of mentions were positive, while only one tweet was considered negative.#TweetToHeat mentions sentiment graph


Aside from the digital out-of-home sites across Manchester, the majority of content for this experiential campaign were stylised pictures of the shelter itself, and user-generated imagery as people paused to snap a shot of the site at Manchester Piccadilly station.Hive #TweetToHeat Content



With a dedicated Twitter handle engaging the community and responding to mentions of the hashtag, Hive demonstrated a well-managed plan to leverage the mentions that they anticipated.

While #TweetToHeat was a disruptive stunt that picked an extremely busy and highly appropriate location (tropical Manchester, on a weekend) to maximise the word-of-mouth created, more support from British Gas’s considerably larger social media accounts would have been beneficial to spread the campaign to even more people.

#TweetToHeat CHI&Partners Tweet

British Gas did retweet Hive’s agency, CHI&Partners, but there was no mention of the stunt on their other channels.

Over To You

What do you think? Have you spotted a clever campaign?


This post was written by myclever™ Agency

Exceptional marketing is driven by human insight. myclever™ Agency craft beautiful, useful and engaging experiences with social media at the heart.