Boomerang Digital, Case study #DRAWATWEET [video] by Circus Mexico

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#DRAWATWEET [video]

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Industry TV Channels/Radio Stations and Programmes
Media Digital, Interactive & Mobile, Case study
Market Mexico
Agency Circus Mexico
Creative Director Javier De La Fuente, Alejandro Stea
Art Director Sebastian Narbona
Copywriter Nicolas Diodovich
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Other Digital Solutions; Community Applications Bronze

Credits & Description

Advertiser: TURNER
Agency: CIRCUS DF
Category: Tablets and Other Devices
Advertising campaign: #DRAWATWEET
Account Manager: Anzu Muraca (Circus)
Creative Director: Javier De La Fuente (Circus)
Copywriter: Nicolas Diodovich (Circus)
Art Director: Sebastian Narbona (Circus)
Creative Director: Alejandro Stea (Circus)
Implementation
SolutionIf reading bores teens, Let´s invent a totally new way to use Twitter.#DRAWaTWEET, the first app to Tweet by drawing.Anyone can draw and share a draw with their followers.
Relevancy
Teenagers don´t like to read, they are engaged more easily with communicating trough images, or in this case, drawings.
Outcome
ResultsBoomerang´s followers increased 10 fold.TT in Argentina, Mexico and in numerous countries throughout the region.More than 10 million impressions.Made news in blogs and digital media from France to Saudi Arabia.
Client Brief Or Objective
ProblemBoomerang is one of teen´s favorite channels in over 30 countries.But in Twitter it had a problem: no one read their tweets. Few followers and zero interaction.