Saudi National Day is Saudi Arabia’s biggest day of celebration, and drives a massive amount of conversation on Twitter.
Every Saudi brand has something to say on National Day, so the challenge was to stand out from the crowd.
To do this, Saudi Telecom Company STC (@STC_KSA) aimed to connect with the Saudi people on an emotional level, by creating a unique community activation campaign through Twitter.
@STC_KSA invited people to show their love for the country through Likes on Twitter.
People who liked @STC_KSA’s Saudi National Day Tweet received a custom notification with a link to STC’s website. The site contained a dynamic map of Saudi Arabia, which was made of animated beating hearts.
Each user could find their own heart on the map and see what number it was. The more hearts that were added to the map, the more they would collectively pulsate. STC used a First View and a Promoted Tweet for the campaign.