The Ozometer 127Stories about tweeting celebrities and their ‘least’ or ‘most’ no-worries atti-
tudes were prominent across popular mass media, and the regular ‘surveys’
of key target groups maintained the momentum so that the brand and the
campaign message was reinforced and magnified over time.
All of this online and offline coverage helped to bring the Foster’s ‘No Worries’
message to an estimated 45 million people and promoted a dynamic, ongoing
conversation both on- and offline surrounding the ‘No Worries’ ethos and the
Foster’s brand. The ‘No Worries’ studies and celebrity giveaways alone gen-
erated an estimated advertising value equivalent of £150,000 in press cover-
age, and celebrities tweeting about the campaign to more than 100,000
followers.
Lessons
Harnessing social media trends, such as the burgeoning popularity of Twitter
(which was hitting its zenith in terms of explosive growth right about the time
this campaign launched) can deliver amazing results and can give skilfully
crafted and innovative campaigns potentially massive exposure. The interac-
tive nature of social media and the unparallelled reach it has can allow your
brand to engage with influencers (celebrity tweeters in this case) in the online
community, and through them a huge pool of relevant individuals likely to be
interested in what your business or website has to offer.
The team at Play identified an opportunity to create something of value to its
target market out of the seemingly random tidal wave of user-generated
content created every day by users of Twitter. Together it is just noise, but
filtered, analysed and presented in a particular way, suddenly it becomes
interesting, engaging and fresh. The campaign also managed to bridge the
digital/traditional divide, transcending media boundaries by using Twitter and
the Ozometer website as a springboard to generate offline media exposure.
That exposure in turn drove more people online, which gave the campaign
broader reach and generated even more interest.