Tweet-a-Meet

Background

Qatar Airways was one of the world’s fastest growing airlines. It wanted to exploit social media to underline the thought that what it did was to bring people together.

Idea

Social media allows family and friends to stay connected in the virtual world with the click of a mouse.

The “Tweet-a-Meet” competition offered people the chance to turn their virtual connections into real ones.

Netizens were invited to log on at www.tweet-a-meet.com and register for the race with their Twitter account. They then selected a race companion from among their Twitter followers, someone they could play the game with and meet in person if they won.

If that person accepted the invitation to join the game, they selected one among the 100 destinations Qatar Airways flies to as their meeting point.

With every tweet sending information about their destination, the team won tweet miles.

They had to collaborate to find travel tips to tweet about. They could track their progress against other contestants on a leaderboard. The first three teams to tweet their way to their end destination won business-class tickets there.

Results

• A massive 264,446 total campaign tweets for #tweetameet
• A solid 20% increase on Qatar Airways Twitter followers in less than one month
• Over 20,000 micro-site visitors with NO paid media to drive traffic
• The average time spent on the site was over 3 minutes long
• Participants from 165 countries

Our Thoughts

Not so long ago, the world of promotions was reckoned to be tacky and uninspired. Now, thanks to social media – and the use of the mobile phone as an important platform for Facebook and Twitter - it can be brilliant not just for tactical marketing but for long-term brand building as well. PC

A sales promotion, yes. But one with a neat spin. Get your audience to become your PR agency while they take part. Suddenly, earned media starts earning media. JA