Isobar has developed #TweetCheer, a campaign that joins fans’ Twitter conversations to support Australian automaker Holden as the major sponsor of the NRL State of Origin rugby series.
#TweetCheer encourages people to tweet in a cheer for their side, while the Isobar team stands by with a studio full of cheerleaders ready to dance, flip and cheer their tweet back to them with short videos in real-time. #TweetCheer directs State of Origin fans from all of Holden’s channels to Twitter during the live game. The conversation continues back on Facebook and Instagram afterwards with voting and prizes for the best cheers.
In its first outing for Game 1 in Sydney on May 27, #TweetCheer reached over 4.5 million Australians.
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Isobar is using Twitter’s new live streaming app, Periscope for live behind-the-scenes aspect to the campaign. Users are able to tune in via Periscope to see the production process, Q&A with cheerleaders and tips on creating their own cheers. This is the first time that Periscope has been used by Holden.
The teaser video will play throughout the live games on the big screen, prompting fans to cheer on their team from their seats.
Bianca Mundy, media manager at Holden said, “The team at Isobar did an amazing job activating the cheers during Game One and we look forward to seeing many more creative submissions from the fans of games Two and Three.”
Nick Hardie-Grant, senior account manager at Isobar said, “In developing #TweetCheer, we wanted to engage the loyal Holden and State of Origin fans with non-invasive content and continue the conversations they’re naturally having on Twitter. “