Last week, Grabyo partnered with the BRIT Awards, Twitter and VO5 (Unilever) to deliver a unique, real-time video campaign and extend VO5’s brand association with the BRITs across social media. This marked the launch of the first social video Twitter Amplify campaign in the UK.
Using Grabyo’s real time video platform, the BRIT Awards team could instantly share exclusive highlights from the live TV broadcast to the BRITs’ 376K followers on Twitter. The campaign was a great success: (Mindshare, 2014)
- the #VO5music hashtag received 5,332 Twitter mentions during the event
- the most popular clip (with James Corden and One Direction) generated more than 1,760 re-tweets
- Overall, VO5 beat Cadbury in the social buzz contest beating Cadbury’s #FreeTheJoy (which had just 3,287 mentions.)
Grabyo’s platform combined brand assets from VO5 and VO5 Extreme Style with the video clips in real-time, as they were viewed in Twitter. Within seconds of Pharrell and Nile Rodgers starting their fantastic closing set for the awards, fans on Twitter could enjoy the moment and share it with friends. VO5 also used Twitter Amplify to target music fans using the social platform and drive greater reach and viral engagement:
Can anyone relate? 😂 pic.twitter.com/G3jhvqF72C— BRIT Awards (@BRITs) April 25, 2020
The success of the campaign demonstrates the potential of real time video as a platform for brand engagement on social.
Real time video has arrived.