Head & Shoulders Turkey (@HeadShouldersTR) knew that the Turkish Basketball League playoffs would generate a lot of lively conversation on Twitter. The brand hoped to strengthen its association with the sport and to build its brand message right into the playoff excitement.
@HeadShouldersTR took this opportunity to engage basketball fans when they were especially receptive, appealing to their passion and to their competitiveness with a unique Twitter campaign.
At the heart of @HeadShouldersTR’s campaign were two ideas: #KazanmakKafadaBaşlar, or ‘#LiveHeadFirst’, and Maçın Omuzlayanı – the man of the match, or more literally, ‘the player who shoulders the game’.
To kick things off, @HeadShouldersTR used Conversational Ads featuring the hashtag and inviting people to pick their favourite team. Each person who clicked one of the buttons to Tweet about their pick then spread the campaign to their followers organically.
@HeadShouldersTR Tweeted a personalised auto-reply to each participant with a Website Card. With one click, they would be taken to the Maçın Omuzlayanı voting site. @HeadShouldersTR also promoted a separate Website Card, not tied into the Conversational Ads, to bring additional fans to the voting site.
The voting site used Twitter’s API to provide another level of engagement: Fans could view the tournament schedule and click on games they wanted to watch, and then @HeadShouldersTR would Tweet reminders to them on match day.
During each game, fans could vote for the Maçın Omuzlayanı. Fans could then share their pick as a Tweet. @HeadShouldersTR had created custom Tweets for each choice, branded with the campaign hashtag.