When 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.
