Social media integrated into talent show
Vodafone sponsors Holland’s answer to X Factor, The Voice of Holland, which is proving a great success on TV and online. During the live shows participants are active on social networks such as Twitter, generating 57,000 tweets per hour.
Why it matters
Media consumption has changed forever. TV is no longer a stand alone channel but is being viewed in conjunction with social networks such as Twitter. Brands like Vodafone need to adapt their marketing to maintain relevance with consumers. Will we see telecoms brands lead the way in this new era of sociable, digital communication?
Paola Ferrari, an Italian sports journalist, decided to sue Twitter because of the repeated insults she received during the course of her sports broadcasting during the Euro 2012. The journalist received offensive tweets about her age and her alleged use of cosmetic surgery. Rather than suing the people who addressed these comments to her, she decided to sue Twitter citing lack of regulation on the social network site.
Swifts are birds facing extinction because they don't have enough places to nest. So to find the largest concentration of Swifts and install new nests there, we decided to use the highly identifiable sound Swifts make to get everyday people to locate the places where there are Swifts in large numbers.
We ran spots that asked listeners to do something simple: Hear the sound. Identify the sound. Tag the sound by texting your location. SMS reports sent in, were fed into a map, making the solution visible and actionable. All that was left to do was install additional nests where needed.