The Purpose: To generate social buzz around the launch of a new multi-million pound advertising campaign and generate awareness of new brand icon, Brian the Robot.
In a move to reposition the brand, Confused.com launched a new brand character, Brian the Robot.
To support the leading price-comparison website in its brand re-positioning, a fully integrated communications strategy was rolled out involving content creation, social media, digital PR, media relations, experiential and real-time second screen activity over several months.
Launch night: On the night the new TV advert was to be revealed, we piled a team of people into a social media war-room with Brian the Robot also present and ready to respond and engage with social audiences.
Focusing on Twitter as the predominant launch night platform, we incorporated the hashtag BRIANtheRobot on the TV advert and monitored and responded to any tweets to #BRIANtheRobot, @BRIANtheRobot as well as other mentions of @Confused_com and the advert.
Those who engaged with @BRIANtheRobot and the hashtag, received a little treat. A personalised Vine was sent back in real-time from the new brand mascot, BriantheRobot. Messages ranged from him saying hi, giving out his autograph, welcoming people to his social channels, and getting excited with his favourite catchphrase “woohoo” when people engaged with him.
Proof it Works:
ARE YOU READY TO START A CONVERSATION?