Tag: exclusive hashtags

Coca-Cola Live Tweets #LetsEatTogether

Coca-Cola in Romania seems to have broken new ground in the country with its integration between Twitter and TV, as it included live consumer tweets during its ad.

The insight for the campaign came from the fact that in Romania 60% of people don’t eat meals together, but instead eat them alone while sitting in front of their TV. So Coca-Cola decided to use tweets to create open invitations for people to actually come together and have a meal with a Coke.

As shown in the below video, the TV ad included a subtitle bar that was used to run the tweets that consumers sent using the hashtag #LetsEatTogether. Coca-Cola’s ad agency, MRM Worldwide then edited the tweets and inserted five to seven of them into each ad placement.

The campaign increased Coke’s Twitter followers in Romania by 15% as hundreds of tweets were aired on TV. The campaign even made it to the evening news as its uniqueness made Romanians wait everyday for the ad.

American Express “Twitter Sync”

In July last year American Express launched a first of its kind application on Facebook called “Link, Like, Love” that allowed their card members to link their cards to the app and receive deals based on the likes, interests and social connections of the card members and their Facebook friends.

Members who used this service did not have to print coupons to redeem at a store. Instead, they just loaded deals onto their AmEx account by hitting an online button (in the app) and the reward would be given to them when they swiped the card at the time of purchase.

Now in their latest social venture, they are allowing card members to sync their cards with their Twitter account at sync.americanexpress.com/twitter. After the sync, card members have to follow @AmericanExpress and re-tweet its “special offers” that come with exclusive hashtags. The re-tweet would in turn load their card with a couponless reward e.g. On tweeting #AmexWholeFoods the card member would get a $20 statement credit which would get adjusted when a purchase of $75 or more at Whole Foods was made.

Pretty cool, but the Facebook and Twitter sync work only for US card holders.