Friend was tasked with raising brand and event awareness for this year’s London 2012 Open Weekend in the West Midlands. With short notice and a limited 4 week window of opportunity, we embarked on an initial Twitter campaign to test the role of social media for Open Weekend.
London 2012 Open Weekend comprised more than 975 events staged across the UK – ranging from sport to art; dance to exhibitions. Each event featured a special challenge, and gave visitors the chance to try something new or take an existing skill to a new level. There were over 50 separate events across the West Midlands.
Friend created a Twitter campaign to connect with influencers and a targeted community interested in the types of events on offer. We interacted regularly with 30 influencers over the period, provided ‘customer service’ to people wanting to find out about specific events, organically built up a highly relevant following of over 400 in just 3 weeks and gained recommendations by many others via Twitter’s “listed” feature.
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