TWITTER CES 2020
Client: Twitter
The Objective: Create a space for CES 2020 that shows brands and marketers why Twitter is the best platform to launch something new for their brand/business.
The Background: Smart phones and social media have made us more connected than ever before - providing a shift not just in how we interact with each other, but also how we interact with brands and businesses.
The Insight: Thanks to this increasingly connected culture, brands and businesses are expected to not just talk at their consumers, but talk with them.
The Strategy: Illuminate the wealth of conversations a single tweet can spark.
THE EXECUTION
Being a B2B event, case studies were a huge focus. Guests were here to talk about all the ways Twitter can help their business, and there’s no better way to do that than case studies. But rather than simply showing the case studies, we decided to to turn them into true sources of inspiration within the space; ultimately prompting guests to start imagining how Twitter can solve their own business needs.
Balancing Work and Play
Twitter wanted the space to feel fun and playful while still being very informative and enlightening to our business minded guests. To ensure we had the right balance, we designated roles for each element within the space.
Colorful decor and varied textures created playful vibes.
Standalone Tweets immersed people in the Twitter brand.
Campaign Case Studies showed how Twitter relates to their brand/business.
Maximizing Impact
The case studies were the single most important elements in the space - which meant we had to create something that would get people to take notice. Rather than just showing each of those case studies or handing over a binder of information for people to read through, we created visual installations that transformed each case study into a source of inspiration to get guests thinking about how they could leverage Twitter for their own activations and campaigns.
Each case study was given a dedicated, immersive space. And while the nuances of each case study differed, the takeaways remained the same: one tweet can have endless possibilities.
The case studies
Popsicle #BringBackTheDouble
Overview: Justin Bieber took to Twitter to ask the Popsicle brand to bring back double stick popsicles, prompting an onslaught of retweets all aimed at Popsicle asking for the same. Popsicle saw what was going on and used Twitter to gauge demand – offering to bring back the Double Pop if they received 100k retweets. As a result, the Popsicle Double Pop was brought back.
Key Visual Elements: Double, Popsicle Sticks
Takeaway: With Twitter, you can figure out exactly what your consumers want.
#NBA2K
Overview: NBA2K turned their anticipated player rating reveal into a live-streamed event full of debates and conversations, including teasing out some of the ratings before hand and leveraging Anthony Davis (the most sought after free agent of the summer) to host it all.
Key Visual Elements: Basketball, Gaming, ‘Live’ Feature
Takeaway: With Twitter, what was once an announcement can blow up even bigger – turning into an event in itself.
