Mercer Bell ‘Pulse’ campaign harnesses Twitter’s trend in Sydney
Sydney’s Mercer Bell creative agency has designed an interactive campaign aimed at mimicking Twitter trending to encourage input from Sydneysiders for client Mastercard.
Carmela Soares of Mercer Bell
The campaign aims to encourage the public to apply to win a “Priceless Sydney” experience. The city will decide which one according to what’s trending on The Pulse.
“To win a different prize, people have to influence The Pulse by creating social conversation about it until it trends,” it was reported.
Carmela Soares, digital creative director at Mercer Bell said: “We started with Sydney’s conversations to create The Pulse. Then the magic happened. We transformed the data from social media listening tools into The Pulse of Sydney, a living heart that beats to the rhythms of what Sydneysiders love.”
She added: “The Pulse of Sydney is more than a campaign. It’s a unique way of using data. We can analyse and adapt to trends, guide the campaign and inform the client’s business model, and support some of the most sophisticated CRM programs ever.”
Michelle Pilot, VP head of marketing for MasterCard said: “We wanted a way for the Priceless Sydney campaign to provide a conversational connection with the residents of Sydney, and The Pulse is a unique way for us to be at the heart of those conversations.
“Mercer Bell has visualised the live data of social media conversations into a way for Sydneysiders to see what each other loves about this great city.”