Australia and Japan were among the winners of the first-ever Twitter Awards, given to advertisers that made the best use of the platform.
“The winners taking home trophies are simply the best of the best and we’re proud to highlight that Australia and Japan and made it to the global list of Twitter champions,” a statement said.
Here are the winners:
Gold for @SnickersAU and @clemengerBBDO in the #Impact Award
The Snickers Hungerithm changed prices based on Twitter’s collective mood and sentiment. The five-week campaign delivered more than 30 million earned-media impressions, and over 150 online articles with an earned PR value above AUS$1.4 million. More than 150,000 Snickers were sold in 7-Eleven stores across the country, a 67 percent year-over-year increase.
Silver for @Melbourne and @clemengerBBDO in the #Live Award category
Tourism Victoria broadcast a campaign via Periscope and connected potential travelers around the globe to experiences in Victoria’s coastal capital. Play Melbourne Live saw 28,500 total live video views on more than 40 Periscope broadcasts, with over 11.5 million total video views and 7.9 million engagements (views, clicks, likes, and shares) across social-media platforms.
Silver for @AbemaTV and @CyberAgentInc in the #Scale Award category
After a series of devastating earthquakes in Kumamoto, Japan, @AbemaTV, a mobile TV app, responded to the news instantly by changing a previously scheduled Promoted Trend to one that would direct people to their news channel and allow those in Kumamoto and around the world to exchange information in real time. The @AmebaTV app was launched only a few days before the earthquake. It saw more than 8 million downloads during its two-week campaign. The campaign inspired 2.5 million Tweets and @Abema TV gained more than 20,000 Twitter followers.
Here are the other gold winners:
#LIVE award: Ready. Set. Race.
@NASCAR set a record for the largest social media spike in history; it was all about fast cars and faster thumbs.
Credits: Ogilvy & Mather, NASCAR
#CREATIVITY award: #LiveIntheMovies
During the Oscars weekend, @Airbnb outpaced paid TV advertisers in both conversation and reach, showing just how effective it can be to create culture instead of just chasing it.
Credits: Airbnb, TBWA/Chiat Day
#CUSTOMER award: @AppleSupport Launch
The live nature of Twitter enables @AppleSupport to respond to customer inquiries, pick up conversations with customers at any time, and incorporate rich media into responses to provide help when and where people need it most.
#SCALE award: Dear Media
Dear Media anticipated the heated conversation about sexist media coverage around the Summer Olympics and led the way in.
Credits: Mindshare, Edelman, Vayner, RESN, Opentopic, NXTE, Prodigious, Niche