Emirates in Twitter campaign to create a ‘Twexican Wave’

Emirates has launched a competition on Twitter inviting countries including Australia to create the longest “Twexican Wave” as part of its marketing activity as an official FIFA partner.  

The winner from each country will receive a double pass to attend the FIFA World Cup final at South Africa on July 11.

In what Emirates is claiming is a “world first”, entrants are required to change their Twitter profile picture to one with their arms in the air, reenacting the Mexican Wave.

A new wave starts when someone with an arms-in the-air profile picture tweets #twexicanwave. The wave is broken when someone tweets #twexicanwave without a new profile picture.

People are being invited to enter directly through Twitter and the Twexican Wave website.

At the end of the competition on June 25, people involved in creating the longest wave will go into a draw to win the double pass to the World Cup final.

There will be one winner from each country which also includes Brazil, UK, Germany, France, India, Japan and the UAE.

The campaign was developed by Emirates’ digital agency Lean Mean Fighting Machine in London.

In Australia, advertising and the promotion of the campaign is being handled by Saatchi & Saatchi Sydney and Professional Public Relations, with media by Starcom Sydney. There will be ads on Adshel and JC Decaux street furniture, as well as on Optus mobile.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.