Tweetsteria Will Change Web Marketing
Unique Live Event Distributes Ad Budgets to the Public Playing Brand Trivia
Tweetsteria is a business sponsored trivia game played over Twitter in which winners are rewarded live and in person with twenty dollar bills. But who pays? The companies that sponsor the trivia deck get questions related to their brand. It’s state-of-the-art story driven mobile marketing. The challenge facing administrators is to make the game so compelling that any advertorial content is accepted as part of the attraction. Brand mentions should be subtle, but not surreptitious.
Tweetsteria game designers should embrace the challenge of using a trivia game to tell stories for the business entities behind the budget.
This new game yields marketing fruit with seeds to impact online consumers before, during and after the real-life event attraction. Stories about each Tweetsteria occasion blossom first as social media spectacles, then grow into more complex content marketing exercises with the bulk of the storytelling happening after the match. Writers harvesting the fruit tell straightforward stories about ‘what happened?’ and ‘who won?’ and can easily work in details about the brand sponsors (hopefully in such a way that it appears related to the host publisher’s niche.) So, for example, here in Medium, an author might mention their influencers’ in-game heroics alongside the brands that rewarded them, and hope the stories are then re-blogged or promoted on the influencers’ channels.
The first Tweetsteria happened at Cagney’s steakhouse and wine bar in Mississauga on 24th of May 2017 which was a Wednesday night in Streetsville. Hosted by Laura Bilotta from Single in the City with help from Surround digital marketing agency, the team employed two other web personalities to distribute prizes to the winning contestants.
Trivia buffs were rebuffed by how Tweetsteria worked that night. Because the questions were so hard, players were encouraged to use their phones to go online and find answers. Then it became a race to post the correct reply with the correct hashtag, and the first tweet to appear on the game screen won the match and money.
The cash prize is also a photo license fee. On May 24th 2017 the Single in the City organization distributed $420, which is $20 for each correct answer for twenty one separate questions. The cost is small, compared to what we learned that evening and the excitement (the hysteria) on the faces of the people in these pictures is real. So, the money essentially doubles as a photo license fee paid to the players who signed releases granting the use of their image in subsequent marketing. * You do NOT have to sign this waiver to play or get paid, yet in game one all players signed the form.
Tweetsteria is played over Twitter, but that doesn’t mean players need busy Twitter accounts with lots of followers. On the contrary, most participants are brand new to this social networking platform and make profiles on the spot in the bar. All the same, Laura and the other influencers did have huge followings and so were able to make a big TweetReach score, as measured using this free Union Metrics platform, immediately after the match.
There’s plenty of advertising on Twitter; the platform traffics info-kibble and brands have been present here from the beginning. But Tweetsteria is different as the businesses who pay are not mentioned in tweets or participate on that platform. The brands instead ask the questions, which are answered on Twitter. Just before the May24th match, it was suggested that players could be asked to follow business Twitter accounts but this notion was rejected as being unmeasurable and … gauche.
As mentioned earlier, Tweetsteria is a content marketing exercise that works because the pictures depict happy contestants winning money. The featured stories are tailored to content niches with catchy headlines over compelling cover images — who wouldn’t click to see how Singles Collude as Couples to Win Cash on Single in the City, or to watch Raymi the Minx as a live Trivia Game Host? It worked and so does all subsequent editorial content discussing how well it worked .
But the most novel notion is how well players are paid for researching sponsor businesses on the web. This is the beginning of a new trend whereby ad agencies liquidate a portion of their client’s budgets directly to the public by letting people play at making impressions on behalf of the brand.