A live campaign was rolled out during the first two phases of the launch. In the first phase, a short video loop enticed people to Like the Twitter live stream on Periscope to reach 15,000 Likes.
Once people tapped on the live stream, it showcased a preview of the hero video with a level bar on top that displayed in real time: “Show us the power of your generation! Let’s reach 15,000 Likes”.
The unique custom execution that was developed for this particular STC campaign was a world-first activation for us at Twitter, befitting of a big identity unveiling. We’re happy to have been entrusted by STC to bring such a prototype to life that was developed by our Creative Technologists in the UK.”Stephanie Terroir, Head of Brand Strategy, MENA, Twitter