Foxtel and Twitter Australia launch OOH campaign for The Twelve
Foxtel, Mindshare and Twitter Australia launched an interactive campaign in as part of the Foxtel Original Series, The Twelve.
The announcement:
Foxtel and Twitter Australia launched an interactive campaign in as part of the Foxtel Original Series, #TheTwelve. The campaign saw fans of the show become remote jurors for a Tweet trial during the series. Fans who were part of the jury were given the opportunity to review written, visual, & audio evidence, and come to a collective conclusion via a Tweet vote.
To complement this on-platform campaign, Foxtel launched a digital out-of-home campaign that connects the results from #TheTwelve Twitter trial. Placed at high-traffic pedestrian areas across the ESB, the innovative digital OOH gave passersby the opportunity to view the evidence from the series, and cast their vote on Twitter by scanning the QR code.
Foxtel executive director of marketing, Michael Nearhos, said: “This innovative OOH execution took The Twelve from television screens to digital OOH screens in a way that hasn’t been done before in Australia. Our campaign idea was based on the premise “who are we to judge?” and as if every Australian was placed on the jury, the Twitter and OOH executions evolved as the story unfolded and we started to cast judgment on the accused.”
“This is first-rate interactive digital advertising and we’re proud to be among the first to put this concept into the market.”
The Verdict
The 10-week on-platform campaign came to an end recently, with the series finale airing on 23 August. Based on the campaign, 76% of the Twitter jury found the accused, Kate Lawson, innocent.
The suspense and the drama that unraveled throughout the 10-part series made #TheTwelve, Foxtel’s most watched drama of 2022. The finale saw fans across the nation watch the verdict and finally get the answer to the ultimate question, did Kate Lawson murder her niece Claire in cold blood?
As people flock to Twitter everyday to discover and consume content on topics they’re passionate about spanning from sport, to TV & entertainment, having fans cast their verdict on Kate Lawson’s case complemented their viewing experience.
Today, more Aussies are turning to Twitter to supplement their TV viewing experience, whether it’s getting pumped for the upcoming season or watching sneak peeks before the next episode airs. Globally, Twitter is the preferred social media platform when watching TV, with 44% of people using the leading platforms said their use of Twitter while watching TV has increased.
Source: Twitter
