Title	BATALLA DE TUITS
Brand	BALLANTINE'S
Product/Service	WHISKY
Category	A07. USE OF SOCIAL IN A MEDIA CAMPAIGN
Media Agency	OPTIMEDIA Madrid, SPAIN
Entrant Company	OPTIMEDIA Madrid, SPAIN
Media Agency 2	OPTIMEDIA Madrid, SPAIN

Name	Company	Position
Carlos Casado Bobes	Optimedia	Newcast General Manager
Antonio Bermúdez De Castro	Optimedia	Newcast Client Service Director
Javier Roldán	Optimedia	Creative Director
Kiko Fuentes	Optimedia	Branded Contect Director

Results and Effectiveness

We achieved 5 million tweets an over 360 Trending Topics, growing the brand's social reputation exponentially and reinforcing its links with the music context. Ballantine’s líder de marca en “consideración y preferencia de marca” y “consumo” de la categoría de whisky. (Fuente GFK) Ballantine’s alcanza el liderazgo en Top of Mind entre sus consumidores 18-29 (GFK) Ballantine’s consigue ser la marca nº1 de bebidas alcohólicas asociadas al mundo de la música. (SEB) Ballantine’s alcanza el liderazgo de cuota de mercado de whisky durante el mes de Diciembre y Enero en Alimentación. (Nielsen scanner Diciembre Enero) Ballantine’s marca nº1 en sell out de espirituosos en valor durante Enero y Febrero. (Nielsen scanner Diciembre Enero) (113 palabras)

Creative Execution

We developed over different creative executions for our online campaign, including interactive formats which allowed users to tweet directly from the ad. We monitored the response to each ad and shaped the campaign accordingly. At the same time the Community Management team worked in coordination with the planners, sharing information in order to concentrate efforts on the hottest spots of the campaign. On top of it, we ran a radio campaign in combination with editorial support from DJS from leading music radio station 40 Principales. Some of them were actively involved in the battle. . (94 palabras)

Insights, Strategy and the Idea

Insight: Fandoms are the most powerful and active force in social media, when used in the right way. We were aware of this fact and developed an idea to ensure the engagement of the fans and even the artists themselves under the non intrusive umbrella of the brand. Strategy. Ballantine’s territory is music, so the key was to trigger a vast number of conversations around music, on the occasion of the Premios 40 Principales, the most important music event of the year in Spain, sponsored by the brand. : With a smartphone penetration close to 100% for the brand’s target in Spain, generating social buzz has become mandatory. The idea: We created the Ballantine’s Tweet Battle, a social strategy to engage music fans and involve artists in the process: we set up a three month combat to find out who, among the nominees, was the most loved artist across Twitter.