Top Story


Home >> Cannes Lions 2012 >> Article

Bobby Pawar on brands going real-time with Twitter

Font Size   16
Bobby Pawar on brands going real-time with Twitter

#CannesLions #twitter session. I’m supposed to write an article on it. I think I’ll tweet it.

#CannesLions #twitter People around the world, who don’t know each other, are having global conversations around shared experiences and passions.

#CannesLions #twitter Each dialogue in the larger global conversation is a single personal view on the topic.

#CannesLions #twitter When each dialogue is unfiltered and instant, it brings you closer to the people in the conversation. It is emotional.

#CannesLions #twitter The vision of Twitter is to bring people closer. When they do that, you have a front row seat on people’s direct perspective.

#CannesLions #twitter The hash-tag has become a tool to form temporary tribes that gather around campfires of transient shared interests.

#CannesLions #twitter Unlikely connections are now possible. You can chat with stars, your heroes who won’t talk to you in the real world.

#CannesLions #twitter Conversation can be a canvas for brands to dialogue their stories.

#CannesLions #twitter Brands have to become real-time brands - which means, be quick to respond to interesting unplanned events.

#CannesLions #Lions A great example, Burberry tweeted pics of their models getting ready just before they stepped out on the ramp at their fashion show.

#CannesLions #Lions Another: When Tide was used to clean up the mess after a pitstop fire, they tweeted a pic and asked users to write a caption.

#CannesLions #twitter Show, don’t tell, is a great twitter principle.

#CannesLions #twitter If your brand is on TV, Twitter can be a second screen that turns the monologue into a dialogue. It’ll deepen the engagement.

#CannesLions #twitter When the motivation to start a conversation is embedded in a campaign you will get greater engagement.

#CannesLions #twitter If you are smart, sometimes the ongoing conversation between people can start your campaign.

#CannesLions #twitter When Cadbury discontinued a brand, people started a conversation about how they missed it. Cadbury got into the act.

#CannesLions #twitter Cadbury jumped into the conversation and assured everyone they would be bringing the brand back.

#CannesLions #twitter You should plan your campaign for the future, but be prepared to adopt and adapt it the moment an opportunity comes.

#CannesLions #twiiter A woman started #wantaR8 and went about to talk about how badly she wanted one. Audi gave her one for the weekend.

#CannesLions #twitter Then they adapted the #wantaR8 and expanded to include the people who were following it and adding to the conversation.

#CannesLions #twitter That’s my article in several instalments of 140 characters. Is it the first article written on Twitter? Hope so. Booyah!

The author-tweeter, Bobby Pawar or @friedfoodbrain is the Chief Creative Officer and Managing Partner of JWT India. Attending the Cannes Lions International Festival of Creativity 2012, he was tweet-blogging the session, Twitter-Harnessing the Power of Real-time Connections

Anil Uniyal, CEO, Bloomberg|Quint, on his business objectives, the reason behind pushing back the launch of the channel and more

Oracle India believes that marketing has entirely evolved because of the change in the buying process of customers

Dennis Oudejans, CEO, AdVoice, on the journey so far, targeted AdVoice networks and his vision for the company

Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

Accessible luxury footwear brand Oceedee has launched its digital-first brand campaign to unveil its proposition - Strut Your Quirk

A stylish new global advertising campaign celebrating the art of living well – the ‘Art of Savoir-Vivre’ - brings to life the heart and soul of Belmond and its global travel experiences –a world full...