socially integrated technology used by peter england- radhika asher

Socially Integrated Technology

#TweetAGoal

Peter England ‘Scores’ with #TweetAGoal

First Ever Twitter Football Match

Objective of #TweetAGoal

Brand Awareness Participation A connect with the audience Leveraging the power and craze of

football at that time

Execution

The idea of the first ever Football match via Twitter was played up. A microsite that lay all its emphasis on Twitter was created. All the possible rules of the lovely game were incorporated but with a “Twitter Twist” added to it.

Microsite

A Quick Guide

The ‘goal’ of the game was to keep possession of the ball – Possession was equivalent to tweeting the most. So the only way of being in possession of the ball was by being one up on anyone else who was also tweeting at that time.

A Quick Guide

How did it work?

With an average of a tweet every 2 seconds, Tweeters were frantically tweeting to maintain possession of the ball. Because in case a goal was scored, possession was the key!

The game could be watched live on Tweetagoal.com.

Winners

Winners were declared through a live tweet stream on the Peter England timeline.

#TweetAGoal Trends

The football craze got a hashtag and the result were-

26 million+ Impressions19,110 Total Tweets1,679 Total Re Tweets5,17,808 as the Total Reach

Conclusion

Implementation of Real-Time mechanism

Effectively using a universally trending topic of Football.

Reaching out to Football lovers who also are the Peter England TG.

Engaging them through a crowd-puller marketing strategy.

Engagement driven well-targeted campaign.