Case Study

BBC Poetry Twitter Campaign

Brief

Nitro was commissioned to help provide a buzz and wider social media awareness for the BBC Poetry Season. The aim of the project was to bring poetry to a younger audience.

Strategy/Execution

Nitro provided a number of creative approaches for integrating poetry into the lives of a more reluctant younger audience. The final solution fused online and offline together beautifully through social network, Twitter, in a simple, fun and effective solution.

By using Twitter we managed to bring a new twist to the established idea of a ‘haiku’ as the medium was perfectly suited to ‘micro poetry’. We then provided an incentive for literary and arts fans to interact with the campaign by beaming their tweets onto the interior walls of the ‘igloo’ projection dome in real time during a number of ‘spoken word’ performances at the ever popular Glastonbury event.

Using a feed of the hashtag, #glastopoem performers were also able to integrate people’s tweets into their live recorded performance allowing everyone to make a lasting contribution to the event.

Results

In addition to achieving well over 70,000 views for the BBC videos Nitro generated massive online buzz as commentators globally hailed the project’s simplicity and impact. Shortly after the campaign there were over 4500 pages in a Google search for the phrase, ‘glastopoem’. Among the praise was Advertising Age’s award of creative of the week beating big budget campaigns from American Express, and other leading brands.