@VodafoneUK wanted to connect with a younger music-loving demographic and build on its #TakeTheTour hashtag. Capital FM’s Summertime Ball, the London mini-festival at Wembley Stadium, was the ideal opportunity to do this as well as to create positive brand sentiment.
@VodafoneUK approached Capital FM’s Summertime Ball with three big ideas, each designed to drive engagement with young music fans. The #TakeTheStage hashtag offered Twitter followers the chance to choose the opening act, while a competition was held with two influencers, @EbonyDay1 and @SamKingFTW, to find a super fan to attend the event, using #STBSuperFan. The influencers also acted as roving reporters at the festival. Through whitelisting, @VodafoneUK was able to promote the influencers’ Tweets.
@VodafoneUK created a range of high-quality content before, during and after the #CapitalSTB, such as imagery, video, and the Twitter Mirror. The brand also combined Twitter’s targeting tools, including usernames and keywords, to reach followers passionate about pop music.