Twitterby Pablo U.

Objective• To  develop  a  Big  Idea  Campaign  for  Twi4er  and  express  it  

consistently  across  mul;ple  media  pla<orms.  

Background“I  have  tried  Twi4er  myself  and  gave  up  the  same  day.  It’s  full  of  nothingness  really,  something  like  pos;ng  for  pos;ng  sake.  It’s  great  to  have  the  technology  that  allows  us  to  exchange  ideas,  opinions,  and  communicate  be4er  but  it’s  also  abused  by  many  who  all  of  a  sudden  have  to  compete  for  ’influence’  and  ‘followers’”

Alan, blog user

Background“Twi4er  isn’t  self-­‐explanatory,  mostly  because  there  are  so  many  different  ways  of  using  it:  connect  with  friends,  follow  unfolding  discussions,  keep  coworkers  in  the  loop,  increase  your  visibility,  discover  interes;ng  people,  plain  old  spamming,  contribu;ng  to  the  polariza;on  of  extremes  virally  spreading  informa;on,  ques;onable  facts,  opinion  and  nonsense.”

Jennifer Joyce, blog user

BackgroundMany  users  claim  that  Tweeter  doesn’t  have  any  added

value  for  them,  that  they  are  not  interested  in  what  themajority  of  users  post  on  Tweeter.

4%

96%

Pointless News

BackgroundYoung  people  claim  that  their  peers  are  not  on  twi4er,  that  his  genera;on  is  underrepresented  on  it,  that  it  is  uncool,  and  that  they  can  use  other  ways  to  do  the  same.  

BackgroundWhile  social  networks  meant  to  be  adopted  and  populated  mainly  by  early  adopters,  Twi4er  average  user  age  is  31.  

RecommendationWe  recommend  that  Twi4er  implement  a  niche  adver;sement  plant  targe;ng  early-­‐adopters  with  ages  between  11  –  17,  who  want  to  say  and  par;cipate,  bee  popular  and  cool  and  influence  others.

RecommendationWe  recommend  that  Twi4er  implement  a  niche  adver;sement  plant  targe;ng  early-­‐adopters  with  ages  between  11  –  17,  who  want  to  say  and  par;cipate,  bee  popular  and  cool  and  influence  others.

Recommendation

• Connect with their idols

Recommendation

• Connect with their idols

Recommendation

• and with the rest of the world

Recommendation

• Participate, interact,

Recommendation

• Vote, decide

Recommendation

• Vote, decide

Recommendation

• There are many ways to tweet

Recommendation

• Its easy. Keep it simple

Mission Statement

To give a voice to everyone around the world to inform and be informed with what matters most today and what might matter most tomorrow.

Vision StatementThe entire world is now connected with you.

The BIG idea

• The twitter moment

• Right here, right now

• Democratizing. You decide

• #doparticipate

The BIG idea

• MORE THAN WORDS

• SPREAD THE WORD

• I WANT TO SAY

• YOU CAN SAY

The BIG idea

• MORE THAN WORDS

• SPREAD THE WORD

• I WANT TO SAY

• YOU CAN SAY

Program details

• Reality shows

• Galas

• Concerts

• Sport matches

• Special events

Program details

• Interact by sending tweets to screens

Program details

• Interact by sending tweets to screens

Program details

• People would see them from home

• They can tweet too

Program details

• People would see them from home

• They can tweet too

WOW tactic

• Connect American Idol with the worldby using tweeter