#hardandfast a summary of the @TheBHF Promoted Trend on @TwitterUK

Interesting use of Twitters ‘Promoted Trend’ ad product in the UK today from the guys @TheBHF 

Using the hastag #hardandfast promoted in UK trending topics, they have created intrigue and interest in their new ad, promoting the basics of CPR as demonstrated by Vinnie Jones. Drawing visitors to Twitter.com in to the conversation with the trend, they drove conversation and YouTube views for the online launch of the ad. 

Here are a couple of the examples of the tweets that masthead the conversation:

As far as I can ascertain (by 11pm on the 5th Jan 2011) they have gained about 5K clicks on the link http://bity.ly/hardandfast+ driving 38K+ views of the on the ad, (although I would expect this to be higher as YouTube views tend to lag), all in all a success for engagement based campaign for the charity.  

One particularly nice feature was this YouTube annotation driving to an auto-populated tweet to share the ad (including the hashtag obviously).

The hard working @TheBHF team even found in what must have been a busy day to reply to some of their mentions, including those from influencers and Z-List celebs

Slightly disappointing follower growth though according to TwitterCounter but I guess Twitter have always been explicit that this is not the point of this product…you’ve got Promoted Accounts for that! 

Vinnie is a perfect ‘social media’ star for the campaign and using his media friendly personality and story about his own wife Tanya’s heart transplant as a PR ‘hook’ to gather useful column inches although it might have been nice to embed the video in these articles or revisiting after social launch. 

All in all then a strong performance of driving conversation in social media, and premiering content online before ATL launch. It’ll be interesting to see what social calls to action are afforded on the above the line comms.

I guess the only thing missing is a tweet from the ‘Hard man’ himself who appears not to have tweeted for 6 months ;-( 

(image courtesy of TheSun.co.uk)

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