CITS MEDIJS Promo, Case study BIRDS ON TWITTER by Dudums

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Industry Magazines
Media Promo & PR, Case study
Market Latvia
Agency Dudums
Creative Director Voldemars Dudums
Designer Janis Jurevics, Ivs Zenne
Released February 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: CITS MEDIJS
Product/Service: MAGAZINE
Agency: DUDUMS
Date of First Appearance: Feb 15 2011
Entrant Company: DUDUMS, Ventspils Novads, LATVIA
Entry URL:
Creative Director: Voldemars Dudums (Dudums)
Web Developer/Designer: Andris Ludriks
Writer: Nellija Locmele
Designer: Janis Jurevics
Designer: Ivs Zenne
Film Director: Roberts Kulenko
Media placement: Web Page With Live Video Feed - - 15 February 2011
Media placement: Twitter Account @ir_zilite - - 15 February 2011
Media placement: Web Page With Live Video Feed - - 24 February 2011
Media placement: Twitter Account @hungry_birds - - 24 February 2011

Insights, Strategy & the Idea
IR – only one year old, this independent weekly magazine from Latvia was founded to advocate freedom of speech and the right of every opinion to be heard. After establishing an online version of the magazine at, we needed to reinforce our presence in social networks, broaden our base of followers and raise the importance of discussing a variety of opinions. We needed to address a socially active audience, the explorers and first movers of Latvian internet society, who have an opinion and wish to express it. Since these are the people who use Twitter, we found the following solution.

Creative Execution
Everyone has the right to be heard. Literally everyone. To emphasise this principle, we decided to correct one of the greatest Internet injustices of all times and to give Twitter back to the original twitterers, the birds.
We attached unsalted lard to each key of a cheap computer keyboard and offered it to small titmice struggling to survive the harsh February winter. By randomly pecking the lard, the birds wrote tweets from the Twitter account @ir_zilite (@ir_titbird), with the added hashtag @irlv. The whole world could watch a live video feed on the IR web pages and, so people could see everything the birds had on their mind. By following the birds Twitter accounts, re-tweeting and commenting on the tweets, people became the advocates of the main principles of IR. There were no other paid media used.

Results and Effectiveness
The birds wrote 2,638 tweets, the live video had over 10,000 unique viewers, web traffic grew by 25% and the number of IR Twitter followers exceeded 9,500 (the total number of Twitter users in Latvia is 34,000). According to MTZ’s "Top of Brands", @irlv was recognized as the most influential Latvian brand on Twitter. The English version caught the attention of Reuters and NBC‘s morning show Today. Most importantly - with only 150 EUR invested, including 30 EUR spent to feed the birds, we started a discussion about the principle: “Everyone has the right to be heard.”