It is increasingly important for organizations to have an active social media account. But in order for social media to generate results, the organization must build a gathering of followers. There are a lot of examples of creative PR campaigns which have used twitter as the main tool of communication when trying to gather as many followers as possible.
Kentucky Fried Chicken launched a campaign where they offered a $ 20,000 scholarship for the best tweet that described why the candidate should receive it. To enter the competition the candidates had to follow KFC on twitter and include the hashtag #KFCScholar in their tweet. This generated a huge number of new followers.
When you are an established organization, with a twitter account that have many followers, there’s no limit for the amount of creativity that can go into your campaign. One organization that is very active on their social media platforms is the ice cream company Ben & Jerry’s. On their twitter account they actively engage in conversation, and thus they’ve build up a strong base of followers. This enabled them to launch a campaign that raised awareness of Fair Trade Day. Ben & Jerry created a campaign that cleverly took advantage of the fact that twitter-users seldom use all 140 characters to produce a tweet. Ben & Jerry therefore created what they call “fair tweets”, where they use the remaining characters to promote Fair Trade Day with messages, hashtags and links. Depending on how long the tweet is, Ben & Jerry’s Fair Tweet App automatically provides a message to fill in the space that is left.
This is just one example of how twitter can be used to build a creative PR campaign.