Tayto Ireland (@MrTaytoIreland) used Twitter to give its much-loved brand spokesman, Mr. Tayto, a voice and to support the launch of a Tayto Pop-Up shop and an on-pack competition. It also wanted to widen the reach of its TV ad campaign.
Using the hashtag #MoreThanJustACrisp, @MrTaytoIreland focused on three key initiatives. First, it used Twitter to create excitement for the Tayto Pop-Up Shop’s opening in central Dublin. Not only was the shop open for business and specialising in the firm’s Irish favourite, the Tayto crisp sandwich, but it also was working for a good cause. For every purchase, €1 was donated to Dublin’s Simon Community charity (@Dublin_Simon).
Second, @MrTaytoIreland promoted its on-pack Ibiza holiday competition by using keyword and @username targeting. Finally, the brand used a Promoted Video to extend the reach of its TV ads, which showed Mr. Tayto saving the nation from everyday embarrassing situations.