A couple of weeks ago we highlighted our CMA nominee network Tweematic. Last week we were fortunate enough to work with the CMA Awards to power their “Tweet to Unlock” #CMA360 Livestreams live now at: http://www.cma360.tv. Basically, fans can Tweet to unlock exclusive behind the scenes LIVE video at the CMA Awards on ABC this evening! The application features an extremely scalable setup that runs almost entirely on the Amazon S3 CDN to support a live TV audience. Check it out yourself at: http://www.cma360.tv
We do a lot of music-based Tweematic promotions. That is not surprising since entertainment is one of our biggest markets, but we have clients outside of entertainment that put our marketing platform to good use. Here is an example of a simple yet effective campaign for sports brand Tae Bo. Check it out at: http://www.tweematic.com/taebo/
Because of its “network campaign” features, the same Tweematic engine can power hundreds of “local” promotions on the same application. This allows large brands with multiple franchises, branches or partners to leverage the same platform (both the application and short url) as part of a marketing campaign.
Build on the Tweematic platform, this campaign the following features:
The Tweematic platform allows fans to change or manipulate their Twitter avatars as part of the sharing process. This allows you as the marketer to encourage (or require) fans to change their Twitter avatar (you can overlay a graphic or transform it into a badge or album cover) as part of a marketing promotion. This feature provides an easy and powerful way to promote awareness of your artist, brand or cause on Twitter. By changing a fan’s avatar and transforming it into a “marketing statement”, the Tweematic platform allows you to make a visual, impactful online statement.
It is also possible to overlay an image (such as text or a logo) on a user’s avatar, apply a graphic effect (such a greyscale, i.e.) or even create an animated GIF with your marketing message (see examples below).
Here are some Twitter avatar examples from past campaigns:
Here are some other example of different avatar takeovers we have powered.
We recently launched a unique Tweematic campaign for EMI Gospel music artist Anita Wilson. For 4 weeks, fan could share a message on Facebook or Twitter to view an exclusive new video from Anita Wilson, on the last last week, fans were able to stream her entire album online (Album Listening Party).
Lyric videos have become a popular and inexpensive way for labels to create “video content” in the abscenese of an offical music video. The Tweematic Lyrics Engine builds on this by allowing fans to combine their tweets with lyrics to create custom Twitter Videos or Twideos.
Here are some examples and application details:
P.Diddy: “Coming Home” (View..)
Tweematic combines user’s last 10 tweets with the song’s lyrics to create a custom dynamic Twitter Video. Has support for minimizing (hiding) panel and the ability to turn off/on audio.
Matthew West: “Song Enough” (View..)
Combines user generated content to create a custom Twideo (Twitter Video). Like previous version, has itunes and Amazon call to action. Like other Tweematic supports auto-following the artist when you tweet.
Steve Holy: “Love Don’t Run” (View..)
Country music example that allows fans to interact by sharing reasons why “Love Don’t Run”. Also combines a sweepstakes element with the Twitter Lyrics engine. It is also possible to output the Twideo direct to video, suitable for upload to YouTube or Vimeo (See Example).
The Tweematic platform is an extremely flexible marketing platform for a broad range of industries including retail. Our Tweet4Coupon application allows both small and large retailers to drive online viral marketing activity by giving potential customers discounts on their products or services in return for them marketing to their friends. Here is how it works: A user shares a message (about the offer) on Twitter or Facebook. The message goes out to all of their friends or followers. In return, they receive a coupon or coupon code they can use on or offline for a discount on the product or service being offered.
The Tweet4Coupon family of applications, build on the Tweematic platform, have the following features and functionality:
Here is a recent example:
The Los Angeles-based Academy of Country Music (ACM) was founded in 1964 and hosts a prestigious award show each year in March or April. Like other music awards shows, the ACM over the years has added fan voting categories, that allow fans to weight in and vote for their favorite artists online. These include the Entertainer of the Year and the New Artist of the Year categories! This year voting starts on March 19, 2012 and the Academy of Country Music (ACM) Awards show airs Sunday, April 1.
Over the years, music labels have successfully helped “Get Out the Vote” by reminding fans to cast their ACM vote using different viral marketing campaigns and promotions. These promotions usually center around a free download or sweepstakes (unrelated to the voting). As fans participate in the promotion, they are reminded of the ACM voting effort. The Tweematic platform provides a cost-effective and efficient way of doing this.
Here are just a small handful of ACM-specific examples from past years.
Mosaics are a great way to fuel fan engagement and reveal exclusive content such as album covers. The natural inclination is to reveal the album tile by tile as fans share the message, but regardless of the size of an artist’s fan base, this approach doesn’t work very well for a number of reasons:
The MYCHILD MYBRIDE Mosaic demonstrates a slightly better approach: Give fans the immediate gratification of revealing the cover, but require them to share first in order to see it. This appoach of share-gating the album cover (or other exclusive content) and combining it with a fan-generated mosaic (tied to a hashtag), may prove more effective and a better return on investement (ROI).
Initial Welcome “Share-Gate” Screen:
Dynamic “preview” prompts fans to share a message on Facebook or Twitter in order to reveal the album cover.
Fan-Generated Album Cover Mosaic
Enables fan to become a part of the album cover reveal experience as well as to view the cover (or download the cover or mosaic).
There are a couple of options for doing album reveals on Twitter that range from the simple to the more complex. Each option supports “share-gating”, forcing users to share a message on either Twitter or Facebook before they can reveal the album cover. The same approaches can be used with other exclusive content (such as photos, videos, i.e.)
Celtic Woman: Believe is the seventh studio album from the Celtic Woman. Become part of Celtic Woman! To celebrate the release of the new Celtic Woman CD and live DVD, fans can become a part of the #BELIEVE Mosaic at http://2mosai.cc/believe, courtesy of EMI. The #BELIEVE Mosaic allows fans to join or find themselves using either Twitter or Facebook and share the mosaic on a variety of other social networks including Pinterest, Flickr, and more.