TLC's Glamcam was part of the below-the-line campaign to generate awareness Ola Magnum's launch of two new variants - Magnum Pink Pomegranate and Magnum Black Espresso - which created a South African first with a Twitter auction that used tweets as currency.
The campaign encouraged registration on Twitter, urging consumers to follow the brand and to use dedicated hashtags to tweet the item names that they wanted to win. Those who took part had to tweet as many times as possible in 15 minutes.
The media launch took place towards the end of last year in Cape Town and was followed by in-mall awareness installations at Canal Walk, Gateway and Sandton City. The Twitter event and the physical auction also took place at Sandton City, where the live Twitter feed was broadcast to consumers.
The campaign, which coincides with the brand's 2013/2014 brand plans, was also promoted on national radio stations and digital platforms.
"Glamcam captured photos of the auction and ensured brand activation through sharing brand moments, whilst its set created a fun vibe at the events with backdrops and photos," says Primedia Unlimited's Group MD, Brett Tucker. "The campaign saw a significant uptake of the brand and product and social media activity on Facebook and Twitter."