Category: Best Use of Social Media Marketing
Advertiser: VIAJES GALEÓN
Product/Service: VIAJES GALEÓN / TRAVELS
Agency: Y&R COLOMBIA
Chief Creative: Mauricio Rocha (Y&R Colombia)
General Creative Director: Julian Jaramillo (Y&R Colombia)
General Creative Director: Tito Chamorro (Y&R Colombia)
General Creative Director: Victor Osorio (Y&R Colombia)
Creative Director: Ricardo Uribe (Y&R Colombia)
Creative Director: Julian Nuñez (Y&R Colombia)
Copywriter: Sebastián Sánchez (Y&R Colombia)
Copywriter: Sebastián Salazar (Y&R Colombia)
Art Director: Alejandro Narvaez (Y&R Colombia)
Art Director: Paola Avellaneda (Y&R Colombia)
Art Director: Andres Bolivar (Y&R Colombia)
Producer: Chilaut (Chilaut)
Media placement: Digital - Twitter - 02/02/2012
Insights, Strategy & the Idea
Galeon Travel is a brand with virtually no presence in social media, our objective was to kick-start its twitter account, an essential marketing channel for a brand in today's travel and business sector.
In order to activate Galeon Travel´s Twitter account we created the first poker game in which more than 27,000 people played together at a single table.
Twitpoker - A poker game in which five of the best twitters of Colombia played the first ever poker game where instead of money, players bet their followers. Using twit-cams we live-streamed each player´s card game, this way their followers could simultaneously help them play each hand. The winner would add more than 180,000 followers to his Twitter account, and one lucky follower would win an all expense paid trip to Las Vegas.
Results and Effectiveness
1,524,627 impressions of @galeonviajes on Twitter in a single day.
More than 12,000 people watched the live broadcast.
A captive audience of 221,474 people in less than two hours.
Viajes Galeón´s Twitter account ballooned by 1,467%.
We were able to position @galeonviajes and #twitpoker as Trend Topic the same day that president Obama and pop diva Shakira where leading twitter´s conversation during this year´s Summit of the Americas.
The Online Advert titled Twitpoker was done by Young & Rubicam Colombia advertising agency for product: Galeon Viajes (brand: Galeon Viajes) in Colombia. It was released in the May 2012.