Twitter celebrates brands and advertisers on its 10th birthday

A look at some of the stand-out Tweets and campaigns from marketers a decade in.

Chat with MarTechBot

twitter-10b-1920

On its 10th birthday, Twitter is taking stock of the many ways brands and advertisers have tapped into the Twitter zeitgeist to connect with audiences in their timelines. Here’s a look at some of the efforts Twitter is highlighting in a blog post that showcase how marketing has evolved on the social network.

2013 was the year of Oreo’s “You can still dunk in the dark” Tweet from the Super Bowl blackout of 2013. That Tweet was a watershed moment for real-time marketing (aka “newsjacking) that marketers had been tapping into on Twitter. Another phenomenon brought about by Twitter was the ability for brands to have real-time conversations, not just with audiences, but with other brands. Take the game of tic-tac-toe that Kit Kat challenged Oreo to on with a Tweet in 2013. Oreo came back with this humorous and on-brand response:

Twitter users ushered in the hashtag and marketers were quick to follow with campaigns built on or around hashtags. Dove’s #SpeakBeautiful campaign launched during the 2015 Oscars to address conversations about body image. Twitter says that there were 30 percent fewer negative beauty conversations and 69 percent more positive beauty conversations on that Oscar night compared to the previous year.

Dove then followed that up with a custom Tweet analysis tool that lets users get an analysis of their own Tweets.

Marketers are also finding new ways to market with video, including Vine (and now live video with Periscope). While brands have used Twitter’s Amplify to extend TV campaigns to Twitter, we’re now seeing a reversal of the creative process where video initially created for social is used for TV. HP’s Epic campaign with Vine creator Robby Ayala became the brand’s TV spot.

These are just a few of the campaigns spotlighted. Check out the full blog post for more noteworthy efforts. Happy 10th birthday, Twitter.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Get the must-read newsletter for marketers.