Irn Bru's TV ad caused some pre-watershed controversy when first aired in June. More interesting, though, was the Twitter campaign behind the ad, illustrated in these visualisations. Agency Blonde picked a low-profile Irn Bru fan, @larachie, and seeded the link to the new ad on YouTube through her account after helping her double her followers. Using the Topsy API, the agency tracked Twitter activity, and sister agency Face created these visualisations. This image shows what happened in the four weeks after @larachie's first tweet, with red dots showing each Twitter user and white lines illustrating retweets and mentions. The further away from the centre, the more influential the activity.
Eventually the ad was shown on national TV. This image shows the 'wide reach' of people, shown in the centre, who mentioned the ad after the broadcast, but didn't generate any retweets or mentions. Those on the outside are the most influential, especially Rachie, who first tweeted the link, amongst dozens of other influentials.
Reactions: Each person in grey tweeted the YouTube link, and this image shows the tweets and mentions between different users before the ad aired on TV. From @larchie's first tweet, the YouTube ad had been viewed 100,000 times in 24 hours. After the TV ad aired, the YouTube ad recorded an extra 300,000 views in 48 hours.
This image plots different types of mentions, some longer exchanges and others single mentions. Blonde said the combination of social networks and the conventional TV campaign was essential, but the activity of small, connected and very active groups on Twitter was what helped build momentum, pushing YouTube views to 650,000 in three weeks. To date, the ad has been viewed more than 1.6m times.
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