@ShreddiesUK’s creative reinforced its connection with @BGT. The audition videos mirrored the show’s format using the @BGT set, and even the call-to-action buttons echoed @BGT’s iconic red and gold judges’ buzzers. @ShreddiesUK also Tweeted images and GIFs of the Nanas backstage, reacting in real-time to the live show.
Conversational Video encouraged users to engage directly with @ShreddiesUK’s content, and share it with their followers. Selecting either the #RedBuzzNana or #GoldBuzzNana buttons activated a pre-populated Tweet which allowed users to Tweet each video along with a message that prompted others to view it and vote themselves.
Twitter played a pivotal role in the #NanasGotTalent campaign. Because of its immediate nature and the fact that it is the primary platform for conversations relating to Britain’s Got Talent, we focused activity on Twitter to fully maximise the buzz surrounding the show.