Dubai property specialists Emaar (@emaardubai) wanted to raise global brand awareness by capitalising on the conversation around the FIFA World Cup, an event that receives more than 115 billion Tweet impressions worldwide.
@emaardubai’s #EmaarGoldenHome campaign gave Twitter users the chance to win their dream luxury apartment in Dubai by taking part in a global competition to show off their passion for football.
Before competition launch, @emaardubai used a Promoted Poll and engaging content to build anticipation. The poll asked people to vote on the location of the prize apartment, while videos and images featuring World Cup legend Alessandro Del Piero helped to pique the interest of football fans.
Entrants subscribed to the competition by ReTweeting an @emaardubai Promoted Tweet, giving them until the end of the World Cup to post a photo or video of themselves watching or playing football along with the #EmaarGoldenHome hashtag.
To crown the winner, @emaardubai asked entrants to join a video announcement from Del Piero himself, leading to hundreds of positive comments from the Twitter community.