Go big with a large burst campaign.
@the_test made its way to the top 10 in the US and UK iOS charts by running a large burst campaign. This meant targeting numerous audiences at the same time, so that large numbers of Twitter users installed the app during a short period. More installations meant more playing, and more playing meant more word of mouth. This burst of buzz spread news of @the_test further, faster.
Drive engagement with questions and humor.
As a humorous quiz app, @the_test was able to use its existing content to engage on Twitter, posing questions from the game itself within Image App Cards. This gave a taste of the app, encouraged Retweets to extend organic reach, and made it easy for users to install the app with a single click.
Target a receptive audience.
Because @the_test challenges users to show how well they know their friends and family, it reached prospects by targeting keywords such as "friend," "best friend," "besties," "boyfriend," and "girlfriend."
To connect with a young audience eager to explore new apps, it targeted @usernames of popular social apps represented on Twitter. It also targeted interests common to a younger audience, such as bars and nightlife, DJs, pop music, movies and television, and of course, mobile and online gaming.
Twitter played a significant role achieving a top 10 position in the iPhone overall charts in the USA as well as the UK...From the integration of our tracking tool with Twitter's dashboard, to the setting up of campaigns, to campaign optimization, the entire process ran without a hitch.