Skip main navigation

£199.99 £139.99 for one year of Unlimited learning. Offer ends on 28 February 2023 at 23:59 (UTC). T&Cs apply

Find out more

Case study: AutoTrader

Go England! [CHEERING]
Come on, Columbia. You can do it.

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.

Join the discussion

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.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

This article is from the free online

How to Develop Your Social Media Content Strategy

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education