Topshop Witching Hour

Senior Account Exec Rosie Collins looks at recent campaigns utilising Tweets as a form of currency - is there no end to social media integration with experiential campaigns?!

Back in September Kellogg’s launched the first ever tweet shop for a week to mark the launch of their new Special K cracker crisps. The unique shop in Soho offered consumers the chance to try the crisps, and then purchase the product not with money, but via a tweet with the hash tag #TweetShop.

The concept of using tweets for currency seems a little odd – the products are effectively being given away for free. However, this was using currency in a different way, by tapping into social currency and the word of mouth nature of social networks.

Kellogg’s were quickly followed by Topshop with their recent campaign, #TrickorTweet for Halloween. And in terms of brand recognition Topshop has got it in the bag.

To promote the launch of their “Witching Hour’ Halloween fashion collection, the retailer has invited fans to tweet their Halloween outfit or tips with the hash tag #TrickorTweet @Topshop between 26th and 31st October.

The tweets judged the best each day are rewarded with £100/$150 worth of gift cards to spend in store. Selected stores were also offering customers the chance to use their tweets as actual currency in the ‘Topshop Tweet Shops’ in exchange for Halloween inspired makeup and prizes.

Topshop have made Twitter currency work in a full circle – taking social networking directly to the point of purchase then back out to the social network to spread the word of the campaign and the products.

Here lies the secret to where Twitter currency becomes a powerful tool – if brands can harness the potential of word of mouth they can potentially build up and alter their brand perception in a matter of days, or even hours.

In an age of austerity where brands often have to rely on positive perception and word of mouth to be successful, the act of using a tweet as a form of currency rather than actual cash bizarrely starts to make a lot of sense.

#Toodles Rosie Collins

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