126 The Best Digital Marketing Campaigns in the World
on a custom-built website. Twitter had exploded in the UK, as it had in the
United States, and was selected by the Play team as the ideal barometer of
real-time sentiments for the digital nation. With the help of a statistical linguist
specializing in artificial intelligence, the team crafted a custom built algorithm,
dubbed ‘The Ozometer’, that would analyse tweets (Twitter posts) in real time
and give them a ‘No Worries’ rating based not just on individual words, but also
on sentence structure, word pattern, sentiment and context.‘The Ozometer’ provided a real-time snapshot of Britain’s ‘No Worries’ atti-
tudes, and fed into the ‘No Worries’ leader board on the Ozometer website,
which displayed the leading ‘No Worries’ individuals, celebrities and places in
the country at any given time. As the online buzz started to grow, the team
started to reward tweeting celebrities for their best ‘No Worries’ tweets, with
relevant and carefully thought out prizes that prompted those celebrities to
tweet about the campaign and the brand, helping to spread the ‘No Worries’
message to even more Twitter followers.To promote and maintain high levels of media coverage, the Play team took
the data generated by the Ozometer and used it to compile surveys of the ‘No
Worries’ attitudes of key groups of people likely to prove popular with their
target demographic. They released statistics like the top 20 ‘No Worries’ pre-
miership football managers, and the top ‘No Worries’ X Factor contestants
which were eagerly lapped up by the media, who created pages of valuable
editorial coverage, and even printed the ‘No Worries’ leader boards.Results
The campaign really captured the imagination of online consumers and, tell-
ingly, tweeting celebrities with enormous Twitter followings, which helped
kick-start viral propagation on Twitter and across other social media sites. The
real measure of success for this campaign though was the huge amount of
coverage and exposure it gained across both high-profile websites and high-
impact offline publications – particularly national tabloid newspapers and
men’s lifestyle magazines and websites with broad appeal among the target
demographic.