Twitter-powered storm takes #TornadoWeek campaign viral
PROJECT OVERVIEWIn April 2013, Vert received an RFP from The Weather Channel with a simple goal: "generate buzz and create awareness via social media" around Tornado Week, seven days of original programming centered around one of nature's most impressive storms. The timeline? Less than a month to create, launch, and execute a campaign from start to finish. With #TornadoWeek, we did just that. From April 29 - May 3, 2013, we challenged Twitter users to help us build a tornado inside The Weather Channel's office. Every mention of the #TornadoWeek hashtag boosted the winds a few Weather.com interns would face, and the world was invited to engage with their experience in real time via YouTube live stream. On Day 1, we hooked-up our custom Twitter tracker app at www.weather.com/intern to 11 high-speed, industrial-power fans surrounding the interns' desks. Then we hit 'Play' on the live stream... and watched the campaign go viral.By Day 5, earned, owned and paid media had generated 49,691 unique tweets with the #TornadoWeek hashtag; 63,290 visits to the weather.com/intern landing page; 539,496 minutes watched of our "intern office" which reached a top "Effective Wind Speed" of 140 miles per hour. In addition to impressive social numbers, #TornadoWeek garnered 10 million earned impressions through media coverage from The Huffington Post, Mashable, ABC News[i], The TODAY Show and others - as well as another 10 million Twitter impressions from influential blogs and media outlets who tweeted with the hashtag.
Custom app and website design with user interface and user experience in mind
Social media strategy for engaging messaging & creative with measurable results
Mobile-first approach to custom apps, API integrations, website development, etc
Digital media buying for programmatic, paid search, native & mobile advertising
Beautiful, custom app & website design, plus engaging social + digital creative
Goal-driven digital strategy, analytics + insights based on unique campaign KPIs
“Vert quickly came on board, understood our needs and delivered an incredible Tornado Week campaign that exceeded our expectations. The team was incredibly easy to work with and immediately incorporated our feedback into the week long stunt. Their quick turnaround on our RFP, attention to detail, knowledge of social media, and willingness to collaborate made them amazing partners on this award winning campaign.”
W3 Awards 2013
Silver Most Innovative Campaign
The W3 Awards honors creative excellence on the web, and recognizes the creative and marketing professionals behind award winning sites and marketing programs.
Finalist for Best Viral Campaign
The OMMA Awards celebrate the year's most innovative and brilliant online advertising creative, campaigns and websites.
3 Platinum for Best Viral Campaign
The MarCom Awards is to honor excellence and recognize the creativity, hard work and generosity of marketing and communication professionals.
Digiday Video Awards
Finalist for Best Social Video Advertising
The Digiday Video Awards honor overall excellence and breakthrough achievement in video media, marketing and advertising.
iMedia Agency Awards
Finalist for Campaign of the Year
The awards recognize agencies that were key drivers of industry innovation throughout the year.
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