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PEMCO Insurance's Tweetup that increased relevant Twitter mentions by 100% in one day

August 24, 2009

NorthWestProfileWhen PEMCO Insurance introduced their new ad campaign, focusing on the quirks of different personalities in the Northwest, they invited a bunch of talkers to get together for a Tweetup at Seattle’s Space Needle.

To invite the online influencers, PEMCO’s CMO Rod Brooks contacted them personally via Twitter and offered them a VIP pass to the event.

And at the event, they had a bunch of tools and activities to help the talking:

  • A recommended hash tag (#NWProfile) that was put on signage throughout the venue.
  • A big screen showing live tweets about PEMCO.
  • A photo session, where attendees were encouraged to pose for a photo which they later received as a party favor.

The results:

  • A 100 percent increase in relevant PEMCO mentions on Twitter.
  • A 53:0 ratio in sentiment (positive vs. negative mentions).
  • Real-time coverage including livestreaming, Twitpics, and tweets.
  • Post-event coverage including blog posts and Twitter mentions.
  • Established relationships with key online influencers.

The Lesson: You don’t need a huge event to see results like this (PEMCO’s had about 65 attendees). Throw a party, invite your favorite talkers and biggest fans, and encourage lots of sharing.

Tagged as: GasPedal, Northwest Profile campaign, NWProfile, PEMCO, Rod Brooks, tweetup, WOM, word of mouth, word of mouth marketing

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