When events happen in tech, they happen on Twitter. Apple events, with their hotly anticipated product announcements, draw the world’s Apple users and tech enthusiasts to Twitter to discuss the latest models and features.
Apple’s September 2018 event — introducing the iPhone XS, XS Max, XR, and Apple Watch Series 4 — would be the first one the brand live-streamed on Twitter, bringing even more launch buzz to the platform in real time.
Telco brand Tre Sverige (@3Sverige) saw this as an opportunity to lead the #AppleEvent (#Applevaka) conversation in Sweden. @3Sverige knew that the right approach on Twitter could keep its brand top of mind during the event, and then drive sales and phone plan subscriptions afterwards.
@3Sverige owned the #AppleEvent conversation in Sweden by running First Views with Promoted Trends on #AppleEvent day as well as two days later, when customers could pre-order the new iPhones. This put @3Sverige in the top ad spot in people’s timelines and gave the brand the top trend spot across Sweden.
As conversations around the #AppleEvent took off, @3Sverige connected with Apple fans, techies, and other influencers while they were in a discovery mindset. @3Sverige positioned itself as knowledgeable, engaging, and price-effective.
With real-time visibility into user behaviour, @3Sverige could retarget people who engaged with its First View and Promoted Trend Tweets, running a parallel campaign with Video Website Cards, Poll Cards, and Video Tweets to engage them further.