Social media case study: The #Turkcelltweet Campaign by Turkcell

Tweet

Turkcell, a Turkish telecoms company, was looking for a way to market their new offering - smart phones bundled with internet packages.

However, their biggest problem was that their target market - heavy internet users- was ‘immune’ to the traditional online advertising techniques that they frequently used.

Hence the development of the #Turkcelltweet campaign.

The #Turkcell Tweet Campaign

The #Turkcelltweet campaign involved covering a box, with a smartphone inside it, with post-its containing small messages which people had to tweet to get them removed.

Along the way word and picture games were played and the winners won packages and minutes. Finally, to win the phone, the participants had to get a their message re-tweeted by a famous celebrity.

Here’s the video showing how it worked:

(you can see the video with a voiceover here)

Headline stats:

  • The campaign ran for 3 hours a day, for 7 days.
  • 56,734 Tweets under #turkcelltweet.
  • 8 days on the trending list.
  • Several big celebrities got involved.
  • 3.6million campaign impressions.

Why this is a great campaign

Perhaps one of the most impressive elements of this campaign is the insight that was used in order to inform their competition strategy; accepting that their target market was immune to their traditional marketing and advertising methods  and moving into their domain on Twitter to approach them is very clever.

One of the other things that really stands out is the mechanics of the competition itself. By restricting the competitionto 3 hours a day, they focused the activity and increased their chances of hitting the trending lists. On top of this, the use of post-its and word games allowed for the control of pace, and the incentivisation of prizes along the way was a great way of keeping people invested in taking part.

What didn’t quite add up

In a way the campaign’s biggest hook was its biggest weakness; Twitter is a relatively ephemeral medium, and although the recent changes look to be addressing such gaps, it’s a well known fact that a huge number of people leave the web UI in favour of third party apps like Tweetdeck, Hootsuite and Seesmic. It is this ‘flash in the pan’ nature of tweeting that makes continued engagement with Twitter followers incredibly hard compared to somewhere like Facebook, for example.

Plus,  while the campaign had some big campaign impressions stats, it is questionable how much this campaign actually added to the bottom line. It is a great case study though, from the idea and execution perspective, and there may well be reasons why the business benefit to Turkcell can’t be shared.

In Summary

At the end of it you can’t really fault this campaign that much, and if you do then you’re trying too hard. It is the sheer simplicity of it that really grabs the attention: how could a box covered in post-its create such a wave of interaction? The answer is right there - it was a simple campaign that built a foundation on using actionable insight in order to make their target market take notice.