We opened the #ScottishTwitter Visitor Centre and hit the front page of Reddit and newspapers around the world
TWITTER (RIP 😔)
STRATEGY | CREATIVE | PRODUCTION
Overview Scottish Twitter is a community who write hilarious content in a Scottish accent. Twitter wanted to celebrate their tweets, and remind users what they love about the platform. So we created Visit #ScottishTwitter, an integrated 'tourism' campaign introducing the world to the community, and rewarding the community with an experience they'd love. It went properly viral, got 197 pieces of coverage, and won Campaign's Integrated Campaign of the Year.
Challenge Remind people of the great experience they can have on Twitter, by celebrating and rewarding those creating quality conversation on the platform - specifically, #ScottishTwitter. We needed to show the creators we loved them, highlight their contribution, and amplify it to a broader audience.
Approach #ScottishTwitter is funny. Very funny. So where better to celebrate than the Edinburgh Fringe, home to the world's largest comedy festival? We had to enter this busy environment and say: the funniest thing you'll find in Scotland is actually on Twitter.
Visit #ScottishTwitter redefined how we think about marketing. Not only did the team smash our targets, we succeeded in creating an experience that was genuinely loved and celebrated by people, authentic to their voices and the platform, and true to the conversation.
Leslie Berland, CMO, Twitter
Idea Visit #ScottishTwitter: a fully integrated “tourism” campaign for Scottish Twitter, centred around the Scottish Twitter Visitor Centre: a loving parody of the tourist visitor centres we've all been to, opened in the centre of historic Edinburgh and celebrating over a hundred tweets from Scotland's greatest keyboard comedians.
Fancy interactive whizzbombles, augmented goggle-induced high realities or 5D printed realtime branded socials? We had none of that. Visit #ScottishTwitter is about giving non-professional comedians their time in the spotlight. The experience needed to put them on a pedestal - then let them be funny.
Visit our art gallery, to see, in oil on canvas, the images conjured by Tweets.
Educate yourself about key moments in Scotland’s history like #HurricaneBawbag
Hear Scots tweets translated into a foreign language (English) through our "educational" translator:
Indulge your creative side, and colour in some tweets
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Twitter were delighted by the results. Why? Because Visit #ScottishTwitter authentically represented the conversation online, and stayed true to the community, with every single detail rooted in a real tweet. It overdelivered on the buzz, PR and footfall objectives, and was proudly shared be leading members of the community
Visit #ScottishTwitter took off online. Our welcome video received 10.7m views, 23k views and 4k retweets, and made it organically to the Reddit homepage with 39k upvotes.
Photos of the visitor centre took off on Twitter, with leading tweeters in the #ScottishTwitter community popping down to pose by their installations.
Twitter recorded an overwhelmingly positive response (98% positive sentiment*), with their own takeover adding 10k followers and 23m impressions. #ScottishTwitter started trending, with 1688% increase in use. Scottish brands like Tennents, Irn Bru and Scotrail joined in the fun, and @LewisCapaldi himself retweeted.
177 pieces of coverage including almost complete range of UK outlets: Scottish Sun (full page with photos), Daily Record (full page with photos), Metro, MailOnline, Guardian, Times, i newspaper, BBC News online
Almost 4000 people and a goat (it’s the Fringe!) visited the Centre over five days, contributing a constant background hum of giggles and guffaws. -
The Campaign Big Awards Integrated Campaign of the Year 2019
Design Week 2020 Brand Campaign of the Year
The Drum Chair's Award 2019
Campaign Experience Awards:
Gold – Best Consumer Campaign,
Silver - Bravest Campaign
Bronze - Best ExperienceCreative Review Awards The Annual 2019
The Drum OOH Best Experiential/Ambient 2020
The Drum Best Local Campaign
Webby Honoree
“The thing that made me pick this winner was the creativity and absolute link to brand. They really started with the clients objective, thought about their audience and created an event that was brilliant and engaging.”
Michelle Linaker, Chair of The Drum Experience Awards