A Tweetup event case study to celebrate the beautiful game!

Meetups are passe’. Now ‘Tweetups’ are the all the rage, with Budweiser organized an exciting Tweetup to celebrate the football spirit. A holistic creative platform under the Rise As One thematic was designed, which served to celebrate the moments that united and inspired fans of the beautiful game around the world.

To realize the objective of recreating the magic of Brazil and building up the excitement for the launch of the FIFA World Cup 2014, Budweiser’s communication message to fans was “Celebrate as One. Play as One. Hope as One. Dream as One. Watch as One. Cheer as One. Come together and Rise as one.” To further this objective, there was a Twitter Hashtag Campaign with the Hashtag #RiseAsOne. To make the 2014 FIFA World Cup a memorable event for all Budweiser loyalists, they invited help through the following ways so that India can Rise as One.

At the start of the Tweet-Up, people who are not at the event were encouraged to tweet and participate to be a part of the virtual Tweet-Up. There was a contest to showcase #RiseAsOne through lens. The complete activity weaved in the core concept of #RiseAsOne and asked the users to click photographs based on this theme. They had to upload them on Instagram, Twitter, FB etc. (only public profiles included) with the hashtag #RiseAsOne.

More details and pictures of the event can be seen here.

Mayank Aggarwal, CEO of Greek Creative Agency said “Tweetups are an exciting new way to merge online and offline activities. People constantly use social media to support their team, and by asking people to us a hashtag like “RiseAsOne, we wanted to unite football fans across the world.”

The event garnered close to 4.3 million impressions in just a single day and has set the pace for a whole lot of Tweetups in the future. The organizers are overwhelmed by the response received and is planning for similar engagement events in the future.

Geek Creative Agency, a digital agency in Bangalore partnered with Budweiser to organize the Tweetup at Humming tree, Indiranagar last Sunday.

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