This DMA Award-winning campaign from AutoTrader is a perfect example of how to leverage the particular qualities of a Social network. In 2018, they used Twitter to generate a huge share of voice during the FIFA World Cup.

Joining this second-by-second, real-time conversation could have only happened on Twitter, where each kick of the ball is discussed in real time. Recent FIFA World Cups have routinely broken records for activity levels on Twitter, and the platform today acts as the virtual global stadium for big sporting events, where fans cheer on their teams and dissect every move on and off the field. On any other platform, this campaign would have failed.

This presents a valuable example of how good ideas can stem from the functionality (hashtags) but also the culture (football banter, irreverent characters) of a platform. Consider this in your own campaign development.

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What is your opinion of AutoTrader’s World Cup Twitter campaign? Would you have enjoyed participating as you watch the World Cup? Why do you think the campaign was so successful? Write your answers in the comments below.

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