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