South African Breweries brand @CastleLiteSA wanted to stir excitement by engaging people with two innovative initiatives: its 2-Stage Cold Indicator – which shows when a beer has reached its ideal icy temperature – and an upcoming concert in its Castle Lite Unlocks series, with American hip hop artist J Cole.
In keeping with its trailblazing image, @CastleLiteSA became the first brand in South Africa to use a new creative tool on Twitter: ScratchReels. ScratchReels look and feel like traditional animated GIFs, except that on Twitter, they become interactive. Users can control the animated GIF playback on mobile by moving their finger over the image – or, on desktop, using their mouse.
@CastleLiteSA used ScratchReels to bring its 2-Stage Cold Indicator to life, re-educating and re-energizing consumers around how it works. To promote its J Cole concert, @CastleLiteSA integrated trivia questions into the ScratchReels, deepening fans’ engagement with the Tweets.