A Campaign on Twitter: The Havana Club Twitter Treasure Hunt
Twitter is a fantastic tool, but it might be hard to apprehend from the outside. A few people asked me “How can you have a campaign on Twitter?” and I gave them as example the Terminator game or the Kodak campaign to name a camera. Now I can also point them out to the campaign led by the Havana Club in 2009 to promote Havana Cultura, a platform that enables Cuban artists to reach a broader audience.
Not only they have used Twitter to raise awareness about the launch of the website and inform people of their participation at blogger meet ups in London, Leeds and Manchester, but they also implemented a treasure hunt to keep the momentum of the campaign. The competition lasted for two weeks during which participants had to follow Havana Cultura on Twitter to get clues they would have to solve, replying on Twitter with the hashtag #havanatreasurehunt.
Therefore they got bloggers commenting on the campaign but these people were also engaged on Twitter. Moreover, the campaign got the attention of the marketing press, which increased even more the exposure of the website. So the campaign not only spread the word about Havana Cultura on Twitter but on much broader audience on the web too. And the even better thing about it is you can track everything: increase of traffic on the website, traffic directed from Twitter, number of mentions on Twitter, etc. Well done Havana Club!
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