Evolving Tweetsteria as a Mobile Marketing Attraction
Posted by Rob Campbell on June 15th, 2017
Surround Integrated Marketing is trying new things in 2017; we’re experimenting with connected live events to reach consumers various social media platforms creating spectacles that are sponsorship vehicles.
Surround as an agency fosters a culture of innovation that employs award winning web designers, cool-as-can-be copy writers, Pinterest-worthy photographers and clever account managers who conspire with a community of influencers and other web marketers to make amazing online attractions. And occasionally, some of these people fuse together in marketing initiatives that flare up and set the internet on fire.
Such is the case with Tweetsteria, a Singles trivia game with sponsored content played over Twitter in a manner that causes singles to couple up and collude to win cash.It’s the most effective and organic technology-driven singles networking event we’ve ever seen in action, although we will admit that our experience in this particular field of study is limited.
Tweetsteria Requires the Host Restaurant have Televisions
Tweetsteria, very briefly, requires two screens for seamless game play. The first television becomes the Question Screen which imparts the challenges and gives hints and periodically flashes sponsor logos. The second Game Screen is set to show the #Tweetsteria hashtag feed on Twitter, and it’s the first correct answer-tweet to appear (because it was tagged #Tweetsteria) that wins the crisp twenty-dollar prize.
Tweetsteria turned Singles into Couples on 24th May 2017 at Cagney’s Wine Bar in Mississauga, and was by all accounts a big successwith many online sources buzzing about the tweeting hysteria. Most notably Tweetsteria Pays Singles to Play Trivia on Life as a Human, and Singles Play Tweetsteria for Love and Money on Sharing Toronto, are the easiest to understand, and most visual accounts of the event.
Tweetsteria Evolved from Cloud Warriors, and Nandos’ Traveling Trivia Concepts.
Our digital marketing diaspora includes many other diverse professionals as we constantly scout online seeking new influencers and other marketing mavens for collaborations.
One pioneer we encountered living in close proximity is Laura Bilotta who first came on our radar last summer when she was searching for venues for her Single in the City brand speed dating events. Although most of our staff enjoys committed long term relationships, we soon fell in love with Laura’s massive email database, and her intriguing event ideas.
Business storytelling using a mixture of online and real life games, and especially trivia games, is not a new idea at Surround.Keep reading for the story of Cloud Warriors, and last year’s traveling trivia attraction made for Nandos, Canada‘s new restaurant opening in Oshawa.
Question & Answer style trivia games work well for business storytelling because the system can both speak and listen at the same time. Tweetsteria can be used for both training and then testing the effects of the training. Laura worked with SMOJoe (the author) on our behalf to transform Tweetsteria into a more potent marketing tool. The game itself was just another Singles event idea when it came to us, and we made it into a mobile driven storytelling system. You can read a more detailed account of the storytelling aspect of Tweetsteria on the SMOJoe blog which includes a list of all the possible ways future game designers can tell better stories.
The Tweetsteria game deck, now on SlideShare, had twenty-one challenges. Each question was very difficult, and required participants to go online using their smartphones or other devices they brought (no laptops allowed) to research the answers. The first mysteries were easy to solve, but the queries became increasingly more difficult as the night progressed, and by the end of Round Three the puzzles were very challenging and required compound searches.
Near the beginning, the first sponsored question asked players to use Google maps to determine the location of the closest Master Mechanic, while the very last question had them surf on TripAdvisor to find GPS coordinates for Cagney’s wine bar the host restaurant.
When writing the sponsored questions, the game designers had fun incorporating ‘transcending facts’ from each local business into Singles trivia. For example, Aire One Furnace and Air Conditioners are proud of how much coverage they have received in the province and have sponsored a query which asked players to research the number of bricks and mortar locations from which they operate? The answer being nine.
Weed-a-way lawn care service in Mississauga asked players to identify Black Nightshade which is a handy plant to be able to recognize and avoid as its one of the few poisonous species indigenous to Ontario. These questions reinforced the sponsor’s public service and commitment to society – brand myth making.
Mobile Marketing Using Singles Trivia
The best example of ‘sponsored’ Singles trivia happened when Softron Tax asked players to find the RC number of the Marital Status Change Form. The answer is RC65. This tax code marks the legal absolution of being a Single (when you must change your taxable income status) and it was questions like that one, and ‘Where did personal injury lawyer Joseph Zayouna go to law school?’ (York University) which helped propel the storytelling that occurred afterwards in the articles, blogs and discussion forum updates that chronicled the occasion.
Tweetsteria is unique for many reasons and not the least of which is how a social media ‘hysteria’ facilitates content marketing, and not the other way around (as is more usual). The Tweetsteria Facebook page is filled with links to good homemade media, beautiful pictures and videos collected for use in the articles about the event.
Tweetsteria impacts Twitter for about sixty days, one month before and one month after each live event. Immediately after the event at Cagney’s on 24 May 2017, we made this screen grab using TweetReach (Union Metrics) showing the massive impact of the Tweetsteria hashtag.
Its our belief that this vast social energy score validates the media made before, during and after the first official game of Tweetsteria. We know Google cache bots ask ‘who cares?’ when they crunch data, and they wonder who’s linked to the page and who’s using the information at the destination. This TweetReach report above shows the high-water mark of the social energy that flows through all the media made celebrating the birth of Tweetsteria.
Tweetsteria Makes Business Sponsors and Media Partners More Important Online
Although it’s too early to tell if the attraction had or will have a significant impact on the sponsor businesses’ rankings, our media partners are already showing encouraging growth. Modern Mississauga promoted Tweetsteria on the 11th of May 2017, which was two weeks before the event.
Jay Kana was kind enough to write about Tweetsteria before it happened, and he shared a lot of little details about what to expect and even predicted how players could win. When other writers came along later they searched for facts and found themselves quoting his journalism, and linking to his postby necessity, due to lack of online content at that time. In consequence, Jay’s article became essential to the overall story and his site has gained more prominence accordingly.
Would you like to sponsor Tweetsteria? would you like more information on how to run this event in your region? If so, please don’t hesitate to get in touch.