Ranjani Raghupathi
May 5, 2015

Contests, games and love win big on social media

This week, we saw brands like Jetstar, Budweiser and Oreo gamify content to engage followers on Twitter.

Contests, games and love win big on social media

Unmetric, a social media intelligence firm focused on brands uses its analytics platform to uncover the top performing campaigns, content and videos in the APAC region. Unmetric's Engagement Score rates each piece of content from 0 to 1000 depending on the amount of user interactions, which allows easy comparison of content regardless of the number of fans or followers a brand has. For the weekly Engagement Meter feature, Unmetric curates the list to pick the most creative, innovative or unusual initiatives. Here is a roundup of a few of the best in the period of 27 April to 3 May.

1. Oreo India
Engagement Score – 1,000

Oreo redirected followers to an interactive micro-site with this tweet, which received 54 Retweets and over 100 Favorites. Not only did the hashtag bring the brand over 100 Mentions, but also got the brand a spot in the top 10 most engaging tweets in the Food and Bev industry.

2. McDonald’s Philippines
Engagement Score – 1,000

With summer at its peak, what better way to beat the heat than with ice cream? McDonald’s in Philippines brought out new desserts to inspire followers to cope with the weather. The brand used the hashtag #MayPac 17 times before followers used it over 11K times. The tweet itself engaged above industry average and received over 5,500 Favorites and Retweets.

3. MotoCorp India
Engagement Score – 1,000

Hero launched the Splendor Pro Classic with this passionate video. The hashtag #LoverofLife has been used over 800 times and is the most engaging hashtag for the brand in the week. The tweet that captures the emotions of true riders was Favorited close to 2000 times and also beat the industry average in almost all other metrics.

4. Jetstar Asia
Engagement Score – 1,000

In an effort to support the Junior New System in the Asia’s Got Talent journey, Jetstar flew the families of the team members to Singapore. Beyond just the sweet gesture, they also gave their social community a chance to win tickets by answering 3 questions. This tweet received over 400 Retweets and 800 Favorites. The tweet wasn’t just the most engaging for the brand, but also engaged the best in the Aviation industry.

5. Budweiser India
Engagement Score – 999

Budweiser encouraged followers to register for the #BudIPL with this tweet. The hashtag was used only 8 times by the brand and almost 250 times by the Twitterati. The contest that gave contestants to win a trip to London engaged best for the brand in the week.

About the author

Ranjani Raghupathi is marketing executive at Unmetric. You can follow her on Twitter @ranjanithinks.



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