The Twitter stream meant that an additional 725,000 people in the UK were able to enjoy the Capital Summertime Ball as it happened, significantly increasing @VodafoneUK’s on-the-day exposure as title sponsor.
Fans who Tweeted the event hashtag #CapitalSTB, which had a custom emoji for the occasion, ensured that there was a 60% increase in its use compared to the previous year.
How did this affect @VodafoneUK’s brand metrics? Because long-term sponsorships tend to operate at a subconscious level, the brand felt the most appropriate way of measuring the impact of its Twitter activity was through implicit reaction testing (IRT). This measures the speed with which people associate a brand with key measures.
IRT analysis amongst Twitter users showed significant positive shifts in Vodafone’s emotional appeal, with increases for key terms such as ‘popular’ (+2%) and ‘modern’ (+4%). Meanwhile, the perception that Vodafone was ‘old fashioned’ decreased by 3%.
According to Sophie Strong (@sstrong5), Digital Manager, MEC: “By partnering with Twitter and using a range of engaging new formats, Vodafone saw its best #CapitalSTB results to date, but most importantly they positively shifted brand sentiment metrics for Vodafone.”