The Brief
Increase followers and awareness of a major retail brands twitter account from a standing start, without being SPAMMY.
@cometdeals had a handful of internal followers 5 days ago, now they have 613 and have been listed 12 times.
The good news is that we have managed this whilst vehemently sticking to the Rule book, which means no automatic software, and no mindless friend additions (so far the account is following no-one, giving it an infinite follow/following ratio stat fans!).
The idea was a simple one. A Christmas tie in where people pass a hastag #cometparcel around by tweeting it. When the music stops on the Comet site the last person to have passed the hashtag wins a prize.
The beauty of the campaign is in the simplicity of the message, and the execution of the visual. These factors have meant that the prizes do not need to be large, (a toaster and a radio are among the gifts so far) but the response has been phenomenal (averaging around 800 passes a day, hitting #8 in the weekly trending chart).
There is no call to action to follow the account, and in fact to play the game a user need not even know the game exists, however the stats speak for themselves. (The winners need to follow the account as they are messaged via DM to collect their winnings).
However if you do follow the account, importantly you are not just bombarded with game messages, but you get up to date news, information and voucher codes on deals and offers.
Other links about the Comet campaign:
NMA Article: Comet launches first mobile site and Christmas social media push
