Deutsche Welle’s Turkish language channel DW Türkçe (@dw_turkce) set out to attract more viewers to its show Nevsin Mengü Soruyor - and looked to Twitter to amplify engagement. As the show is streamed live on Twitter, a Twitter Takeover was a natural step to drive engagement, increase its following and spotlight the show.
As the home of conversation online, Twitter was the perfect platform to get people talking about Nevsin Mengü Soruyor. Strategising for a day of Twitter domination to coincide with broadcast, @dw_turkce implemented a three-tier plan. The goal: to create discussion in the 24-hour run up to each episode.
Phase one saw the announcement with a teaser clip featuring the show’s host, Nevsin Mengü. Then came a cartoon from renowned Turkish cartoonist Serkan Altuniğne, teasing the next episode’s guest of the singer Haluk Levent. By leveraging Twitter Takeover for the announcement, @dw_turkce drove mass awareness and generated questions for the live show.
Phase two saw the activation of the live stream. Nevsin Mengu Soruyor took centre stage on Twitter thanks to the powerful combination of the Twitter Livestream with the 24-hour Takeover.
The final phase focused on sustaining the conversation after the live event. @dw_turkce released highlight clips, provoking discussion with the hashtag #NevsinMenguSoruyor. The hashtag featured as the promoted trend for the day, appearing at the top of the Twitter Explore tab.