The F*cking Tube Strike Map

Background

Digital and social agency Impero, has focused it's efforts on producing great work for it's clients. However, it hadn't found the time to tell people about it - a dilemma many small agencies face. So it has set out to dedicate some of its resource to it's own marketing efforts, especially when it comes to their creativity.

Idea

One of the things Impero's clients rely on from them, is their ability to use social listening to track conversations and trends that can be developed into insights and reactive opportunities fast. In August 2015, the big trend on Twitter was the #TubeStrike. They analysed what people were saying during the first tube strike. What they heard was a huge amount of foul language, opinion was rife and it even extended passed the city to the rest of the UK. This is where the 'The F*king Tube Strike Map' was born - an interactive, real time, visual of the day London stood still and swore. http://tubestrike.impero.wtf The site pinned all mentions of #TubeStrike with bad language from Twitter and Instagram onto an interactive map that was responsive to desktop and mobile. The social posts loaded onto the map in real-time and site visitors could click on them to expand and share. At a time where many were stuck on longer than usual journeys home, the site was a huge success.

Results

In just 24hrs and with no paid support, the site generated almost 200k visitors - 90% of which were unique - from 172 countries. It was also covered in over 800 news sources including Business Insider, Metro, The Independent, Time Out and Wired. The site trended in Reddit and reached over 2.5 million people on Twitter.