SHARKNADO TWITTER-TORNADO
Title | SHARKNADO TWITTER-TORNADO |
Brand | TELE 5 GERMANY |
Product/Service | TELEVISION SHOW „SCHLECHTESTE FILME ALLER ZEITEN“ (WORST MOVIES OF ALL TIME) |
Category |
F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY |
Entrant Company
|
SAINT ELMO'S Munich, GERMANY
|
Advertising Agency
|
SAINT ELMO'S Berlin, GERMANY
|
Credits
Kevin Proesel |
Saint Elmo’s Berlin |
Creative Management Director |
Juliane Krause/Akelbein |
Saint Elmo’s Berlin |
Strategic Concept Developer |
Matthias Grebin |
Saint Elmo’s Berlin |
Art Director |
Susu Rachidi |
Saint Elmo’s Berlin |
Art Director |
Loredane Klier |
Saint Elmo’s Berlin |
Editor |
Linda Buchmann |
Saint Elmo’s Berlin |
Editor |
Soraya Petermann |
Saint Elmo’s Berlin |
Consultant |
Laura Schramm |
Saint Elmo’s Berlin |
Project Manager |
Creative Execution
Since we wanted to keep things simple and costs to a minimum we used existing online-services and combined them with a twitter auto-following.
We created ten twitter-profiles with individual shark-characters and prepared them with over 1.000 shark-themed quotes and small humorous texts to be posted.
Ten days before the premiere we placed a bait on Tele 5’s facebook- and twitter-pages, consisting of a warning not to use the hashtag: „#schlefaz = death“.
Users posted #schlefaz and the sharks assailed timelines. Each user got a greeting followed by a daily wave of posts from each of the sharks.
A true twitter-tornado.
With very small budget and minimal effort this campaign proved to be highly effective. During the ten days of the campaign, fans of Tele 5 used the hashtag extensively over 2.000 times (Fig. 1). With over 165.000 direct contacts and almost 600.000 timeline deliveries (Fig. 2) we topped the client’s expectations. The hashtag #schlefaz made it into the top-5 twitter-charts in Germany (Fig. 3). All in all we achieved interactions at 37% per tweet and 152% per follower (Fig. 1).
On facebook Tele 5’s channels profited too with skyrocketing increase of both likes and talking-about-rates (Fig. 4 & Fig.5).
We were asked to create a twitter-campaign for German TV-station Tele 5 to communicate the free TV-premiere of Sharknado, the mega-successful US B-movie.
Tele 5 caters to fans of the trash-genre with its format „Die schlechtesten Filme aller Zeiten“ („Worst Movies of all Time“, short „SchleFaZ“) and was proud to air Sharknado (plot: sharks raining out of a tornado over LA).
In the social web fans were eagerly expecting the premiere actively using the hashtag „#schlefaz“. So why not instrumentalize exactly that?
Our idea was simple but striking: what could depict the movie’s tagline better than a shark-storm? Only virtually, on twitter – and unleashed by the careless use of the hasthag.
Posting „#schlefaz“ people were followed automatically by a gang of sharks on twitter, having their timelines invaded for 10 days with a tornado of funny shark-posts.
That way we created a huge buzz perfectly meeting the fans’ expectations.