As an official sponsor of the 56th Grammy Awards in January 2014, this major airline partnered with Kinetic Social to promote a contest on Twitter surrounding the Grammy Awards. For its social media program, this major airline created a sweepstakes offering Twitter followers an opportunity to win a VIP trip to Los Angeles to attend the Grammy Awards. To qualify, followers were asked to correctly respond to trivia questions posted to its Twitter account by including an official Grammys sweepstakes hashtag in their response tweets.

1. As an official sponsor of the 56th Grammy Awards in January 2014, this
major airline partnered with Kinetic Social to promote a contest on
Twitter surrounding the Grammy Awards. For its social media program,
this major airline created a sweepstakes offering Twitter followers an
opportunity to win a VIP trip to Los Angeles to attend the Grammy
Awards. To qualify, followers were asked to correctly respond to trivia
questions posted to its Twitter account by including an official Grammys
sweepstakes hashtag in their response tweets.
The campaign proved to be a huge success, largely as a
result of the power of Promoted Accounts on Mobile. The
increased inventory and engaging content led to reduced cost
per Follow and much higher Follow rates.
Over the course of this campaign, Kinetic Social drove nearly
24,000 new Followers to the airline’s Twitter account, more than
double the campaign goal. 97% of those Followers came from
Promoted Accounts, 87% of which were on Mobile via the Pro-
moted Accounts Mobile beta.
The advertiser put in place a social media goal of generating over 11,000 new Twitter Followers during this one-month campaign
leading up to the Grammy Awards telecast. Promoted messaging called out both the airline and the Grammy’s Twitter handle.
Promoted Tweets and Promoted Accounts, two key Twitter paid media products, were used to drive the promotion. At the
start of this campaign, Promoted Accounts was only available on PCs, but a few days into the campaign, Kinetic Social was
able to provide the advertiser with a beta opportunity to test Promoted Accounts on Mobile and Tablet devices too.
Kinetic Social utilized its proprietary Multi-Variate Testing capability to optimize the cost per sweepstakes entrant. Testing
included a broad set of targeting criteria, including interests, @handles, and keywords related to Grammy nominees, A-list
singers, and frequent travel.
These tests found that broad travel interest criteria yielded the highest engagement rate in paid media. Interests were
constantly refined throughout the campaign in an effort to minimize cost per engagement.
Overview
The Kinetic Social Approach
Results
Goals
Leveraging Twitter Promoted Accounts to
activate a major TV event sponsorship
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