On Thursday, Twitter announced the winners of its inaugural "Twitter Awards" live @TwitterAds.
"Twitter is a huge part of our lives," said Per Peredson, global ECD at Grey, who served as one of the judges, "and it's time to honor great creativity on this unique platform."
The "Ready. Set. Race." campaign sought to ignite the racing spirit in fans and increase engagement around the annual Daytona 500 stock car race. With a branded @NASCAR emoji and the Twitter logo painted on the Daytona infield, @NASCAR introduced the Hashtag 500 race on Twitter. The campaign invited fans to "race" for real driver gear—flags, helmets, bent metal from crashes—in real time by tweeting specific hashtags at different moments during the live race.
The campaign brought in 13,000 mentions in one minute—a record for the largest social media spike in history, according to Twitter. From the campaign, the brand saw a 22.5% increase in followers watching live and 640% increase in Twitter followers.
Airbnb couldn't run a TV spot during the Oscars, so the brand used this campaign to tap into the Oscars audience. The campaign asked the Twitter audience which movie it would most like to live in and then tweeted back with listings that matched their dream locations.Then, Airbnb tweeted listings that looked to be straight out of the Oscar-winning movies, as the winners were announced on TV.
The campaign generated 63 million impressions and 1.3 million video views, more than any other brand during Oscars weekend.
Made a mistake while using Calculator? Swipe to delete and keep crunching numbers. pic.twitter.com/K8UN2gour8— Apple Support (@AppleSupport) August 15, 2016
Apple Support wanted to reduce its customer service response time. The team picked up conversations with customers and incorporated rich media into their responses.
The campaign saw 150,000 likes and retweets since launching in March 2016.
To tackle the sexist comments written about female athletes before and during one of the world's largest sporting events, Dove encouraged viewers to tweet offensive statements back to the original sources with the hashtag #MyBeautyMySay.
The campaign generated 40,000 tweets, reaching 321 million people. It also gathered more than 1.2 billion earned-media impressions.
"Hungerithm" monitored Twitter's collective mood and sentiment around meal times, so that when the mood on Twitter plummeted, so did the price of Snickers. The Hungerithm connected social promotion to in-store purchases by allowing people to check Twitter's mood every 10 minutes and claim coupons on their phones.
On Twitter, the campaign received 30 million earned-media impressions. Brand mentions increased by 120%, which helped fuel website visits that reached 400% above benchmark. More than 150,000 Snickers were sold in Australia's 7-Eleven stores, a 67% year-over-year increase.