Innovative Thunder Promo PAY WITH A TWEET by R/GA New York

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Industry Publishing, streaming & media
Media Promo & PR
Market United States
Agency R/GA New York
Associate Creative Director Christian Behrendt, Leif Abraham
Released June 2010


Cannes Lions 2011
Cyber lions Viral Marketing Grand Prix

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Product/Service: CURRENCY SYSTEM
Agency: R/GA
Date of First Appearance: Jun 13 2010
Entrant Company: R/GA, New York, USA
Entry URL:
Associate Creative Director: Leif Abraham (R/GA)
Associate Creative Director: Christian Behrendt (R/GA)
Programmer: Alexander Milde (R/GA)
Programmer: John Tubert (R/GA)
Media placement: Website - - June 13, 2010
Media placement: Tweets - Twitter - June 13, 2010
Describe the objective of the promotion.
How do you promote a book that no one knows exists? The writers of “Oh My God What Happened and What Should I Do?” had a dilemma. Not being renowned authors or having written a best seller, the challenge became how would they reach the masses?
Describe how the promotion developed from concept to implementation.
To promote their book, they launched Pay With A Tweet, a social currency system where people are able to download the book in exchange for them tweeting about it. What started as a promotion for the book took on a life of its own, with other companies and creators adopting the Pay With A Tweet system.
Explain why the method of promotion was most relevant to the product or service.
Pay with a Tweet is the first social payment system, where people pay with the value of their social network. It launched with the release of their book "Oh My God What Happened And What Should I Do?” The system is free to use for every content creator out there. It’s simple: people who have something to sell simply add the Pay With A Tweet button to their site, and people who want the product simply click on the button and tweet about it. They are then able to download the product, be it a book, album, or whatever.
Describe the success of the promotion with both client and consumer including some quantifiable results.
From the success of our initial run with the book “Oh My God What Happen And What Should I Do?", Pay With A Tweet became a phenomenon. In the first 72 hours of its launch, 13,000 downloads of the book had been downloaded. With the first six months, there had been a total of 170,000 downloads. It created a paradigm shift, revolutionising the impact of social media on consumer purchasing power. To date 10,000+ pay per tweet buttons have been created with more than 400,000+ people paying for something with a tweet.