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The Cleanest Twitter Account

Twitter is one of the most used social networks worldwide. With billions of tweets being generated everyday, Spontex, a French homecare brand found it to be a mess.

To fight dirt online and at the same time have the cleanest Twitter account in the world, they created @SpontexFrance and started tweeting in white. This not only gave their Twitter timeline a spotless look, it got people talking about their unique Twitter account.

At first glance, the tweets from the account seemed to be blank. Clicking the tweets unlocked the secret messaging behind them. In some cases the first person to favourite the tweet won free products from Spontex.

Why “tweeting in white” is a smart brand mechanic

The idea is simple but loaded with meaning. White space signals cleanliness. The feed looks calm and “spotless” compared to the usual noisy timeline. The second step. Clicking to reveal the message, turns curiosity into engagement without needing shock tactics.

What to borrow for social ideas

Make the format the message. The visual cleanliness is the product proof.
Add a lightweight unlock. One click turns passive scrolling into active participation.
Reward fast interaction. “First to favourite” makes the feed feel live and worth checking.

A few fast answers before you act

What did Spontex do on Twitter?
They created @SpontexFrance and tweeted in white so the timeline looked “clean” and the messages appeared blank until opened.

Why did the tweets look blank?
Because the text was designed to blend into the background. Clicking the tweet revealed the hidden message.

How did the campaign drive engagement?
People had to click to unlock the message, and in some cases the first person to favourite a tweet won free products.

What is the core takeaway?
Use a platform-native behaviour (scrolling and clicking) and a simple visual twist to make participation feel like discovery, not advertising.

Nike x Google: Real-Time World Cup Remix

Social media and mobile devices have driven fundamental changes in consumer behaviour and opened up new avenues for consumers to engage with brands. The need to move faster is greater now than it has ever been. Hence more and more brands around the world have been learning from social media and deploying real time digital and traditional media strategies.

During the recently concluded World Cup in Brazil, Google teamed up with Nike to generate eight different real time campaigns that allowed fans to celebrate, remix and share memorable sports moments, just seconds after they happened. As a result Nike got over two million fan interactions across 200 different countries.

Eight campaigns built for the moment, not the recap

The mechanism is speed plus participation. The content is designed to appear while emotion is still peaking. Fans are not just watching highlights later. They can react and reshape the moment immediately, then distribute it across their networks while the conversation is still alive.

That “seconds after it happened” detail is the whole point. It signals an operating model where creative, production, approvals, and publishing are built to run at match tempo.

In live-event marketing, real-time only matters when the operating model is built to publish at the same tempo as the audience’s emotion.

Why it lands: fans want to do something with the moment

Sport is a live social experience. When something memorable happens, people do not only want to witness it. They want to respond. They want to signal allegiance, emotion, and identity. Giving fans remix and share tools turns that impulse into action, and action becomes interaction at scale.

It also changes how brand value shows up. Instead of interrupting the moment, the brand becomes part of how fans express the moment.

The intent behind real-time media

The business intent is simple: ride the peak of attention and convert it into participation. Real-time campaigns let Nike earn visibility through fan activity rather than purely through paid reach. They also make the brand feel culturally present. not days later, but right now.

What to steal if you want real-time to be more than a buzzword

Design for reaction loops. Build formats that make it easy to celebrate, remix, and share instantly.
Pre-build the system. Real-time is a workflow capability. not a last-minute social post.
Use live events as triggers. Tie publishing to moments that already have emotion and attention.
Mix digital and traditional smartly. Real-time can spill into any channel if production is ready.
Measure participation, not just impressions. Interaction is the proof that the moment mattered.

A few fast answers before you act

What did Google and Nike do during the World Cup in Brazil?

They created eight real-time campaigns that let fans celebrate, remix, and share memorable moments seconds after they happened.

Why does “real-time” matter in sports marketing?

Because emotion peaks during the live moment. If fans can react instantly, they will share while attention is highest.

What makes a campaign truly real-time?

A system that can publish fast. creative templates, production readiness, approvals, and distribution must be designed for speed, not adapted on the day.

What kind of engagement did this approach generate for Nike?

According to the campaign summary, it drove over two million fan interactions across 200 different countries.

What is the practical takeaway for brands?

If you want to win live moments, build repeatable remix formats and the operating model behind them, so your audience can act while the moment is still hot.

Coca-Cola Interactive Mini Bottles

Coca-Cola has launched 20 special edition mini bottles to get fans around the world excited about the upcoming 2014 FIFA World Cup, which will take place in Brazil from June 12th to July 13th.

The bottles come wrapped in flags of countries that have hosted the World Cup previously. Argentina, Chile, Uruguay, Mexico, USA, England, Germany, Spain, France, Italy, Sweden, Switzerland, South Africa, Japan and South Korea. As well as the three upcoming host countries Brazil, Russia and Qatar. Plus two special Coca-Cola editions.

Coca-Cola fans can also create and send special messages and avatars to other bottle owners through Facebook and iPhone or Android apps. In addition, special markers on the bottles activate augmented reality animations when held up to a smartphone camera.

What makes these bottles more than packaging

This is a simple shift with big implications. The bottle is not only a container. It becomes a trigger. A collectible. And a social connector.

The flags do the first job. They make the bottles instantly recognizable and tradable. People have a reason to hunt for specific countries and compare what they found. The digital layer does the second job. It turns ownership into participation, because the bottle now links to messages, avatars, and AR animations.

Why augmented reality fits this moment

AR works best when the behavior is natural. Here the behavior is already there. You hold the bottle in your hand. You point your phone at it. You get something back instantly.

That is what makes the marker idea effective. It does not ask people to do something unfamiliar. It simply adds a reward to something they already do when they are curious about a special edition design.

What to borrow if you build brand experiences

Make the physical object the interface. The bottle is the entry point, not a poster, banner, or separate microsite.
Give fans something to collect and trade. Flags are a built-in collecting mechanic.
Add a social layer that only owners can unlock. Messaging and avatars make participation feel earned, not generic.
Use mobile as the bridge. iOS and Android apps turn “I saw it” into “I can activate it” immediately.

A few fast answers before you act

What are Coca-Cola Interactive Mini Bottles?
They are 20 special edition mini bottles designed to build excitement for the 2014 FIFA World Cup, using country-flag designs plus a digital interaction layer.

What is interactive about them?
Owners can send messages and avatars to other bottle owners via Facebook and iOS or Android apps. The bottles also include markers that trigger augmented reality animations through a smartphone camera.

Why use country flags on the bottles?
It creates instant collectability. People can look for specific countries, compare what they found, and feel part of a shared event build-up.

What is the role of augmented reality here?
AR turns the label into an activation point. Point your phone at the bottle, and the design becomes an animation experience rather than static packaging.

What is the main marketing idea worth copying?
Make the product itself the gateway to the experience. When the physical object triggers the digital layer, participation becomes effortless and more memorable.