OnePlus, Uber and Oppo among 'most innovative' brands using Twitter in APAC

Brands like mobile manufacturer OnePlus, Uber, Sportsbet, Oppo, Spotify, Xbox were found to have found the right formula.

Twitter has unveiled its list of what it has deemed as the "most creative" launches in Asia Pacific by brands using its platform.

Advertisers including mobile manufacturer OnePlus, Uber, Sportsbet, Oppo, Spotify and Xbox were among the top five.

Scroll down to find out why Twitter crowned them as having cracked the winning launch formula.

OnePlus

The Chinese smartphone manufacturer was awarded “Best Purpose Driven Launch” for partnering with World Wildlife Fund (WWF) India and Twitter India to celebrate the 1,500th-day anniversary of its proprietary operating service Oxygen OS.

As part of the celebrations, OnePlus launched a call-to-action across India where it pledged to plant a new tree in India for every tweet with the hashtag #OxygenOS over a 24-hour period.

It used ad formats coupled with custom emojis with the hashtag #Oxygen; along with multiple “above the line” platforms including digital out-of-home signage in airports and a full-page print ad in The Times of India.

The campaign resulted in more than 27,000 Tweets in 24-hours, which meant OnePlus planted 27,000 new trees in India. It represented a 15x increase in conversation about OnePlus on Twitter, increasing positive sentiment for the brand on Twitter from an average of 18% to 77%.

Uber

The ride-sharing platform promoted inclusive love and the freedom to love by petitioning a rainbow-coloured heart emoji called the ‘Pride Heart Emoji’ – on Change.org to Unicode consortium, a non-profit corporation that develops Unicode Emojis.

This was a response to a judgment by the Supreme Court that decriminalised homosexuality in India on 18 September 2018.

As Twitter users celebrated with the heart emoji in red, purple, pink, Uber realised the universal symbol of pride inclusion and diversity of rainbow was missing.

Uber’s petition resulted in 34,348 signatures and 65% net positive sentiment increase pre/post-campaign.

Sportsbet

The Australian online bookmaker was picked for its distinctive brand voice on Twitter by engaging in playful conversation and contemporary memes.

With its Twitter bio describing itself as “Betting served with a healthy side of banter”, Sportsbet uses pop culture to fuel the sports fandom during Australia's biggest sporting moments.

According to Twitter, the account feels like a person who has strong opinions on topics true fans care about, thus becoming a go-to handle during Australian sporting events regardless of wagering.

Oppo

The Chinese consumer electronics company was picked for using influencers and creators in new and interesting ways to unveil its new 10 times camera zoom technology and 5G technology.

It invited Jonathan Morrison, a US tech content creator to attend its innovation event in Barcelona during the Mobile World Congress (MWC) 2019. Oppo then got Morrison to host livestream demos of its zoom camera technology on Periscope, leveraging influencer marketing to direct its launch among established communities of consumer tech enthusiasts on Twitter.

In addition, it worked with Twitter ArtHouse, a global team connecting brands with influencers, artists and editors to create Twitter-first content on the event day. Those who subscribed to the event received a Tweet with a broadcast card, bringing them the livestream experience powered through Twitter’s Live Brand Studio.

This strategy allowed Oppo to draw 8.7 million video views on its #GetCloserWithOPPO event page created for MWC. It also saw over 4,500 tech fans subscribed for its innovation event reminders.

Influencer tweets drew engagement rates above 6%, with the peak engagement rate for the campaign hitting 19.57%. Overall, the #GetCloserWithOPPO campaign grew Oppo’s Twitter follower base significantly, attracting new followers at nine-times its average daily growth rate.

Spotify

To raise awareness of its live concert series ‘Spotify on Stage’ in Indonesia and Thailand, the music streaming platform engaged its Twitter followers as official content creators by engaging them in real-time before and during the event and allowing those who could not make it, to join in on the conversation.

It started a ‘Guess the Line Up’ conversation on Twitter to get fans talking about their favourite artistes and released the concert’s playlist in advance to spark excitement even before the concert started and amongst fans who were at home.

Fans could also take part in Q&A with performing artistes to have their questions answered. There were also interactive segments where the best tweets of the night with the hashtag #SpotifyOnStage were shown on-screen and discussed by the emcee on stage.

At both concerts, Spotify took over the Twitter timeline with first views, promoted trends and custom emojis, and had in place conversational cards at every interaction to make it easy and appealing for fans to join the conversation.

Xbox

At the Penny Arcade Expo 2019 (PAX AUS), a gaming event in Australia, Xbox built a Twitter-powered gaming engine and gave fans a chance to win a trip to its X019 event in London and daily Game Pass Ultimate codes.

Over the three days during PAX, it also gave fans a chance to earn points by completing challenges online and at the event in the ‘Xbox PAX Twitter Hunt’.

This saw the brand became the most tweeted about during PAX, with mentions of its handle @XboxANZ increasing by almost 300% year-on-year.

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