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Retailer’s Twitter initiative wins Titanium at Cannes

twelpforce mumbrellaThe Cannes Lions advertising festival continued its new foudn fascination with social media this weekend, giving one of its most prestigious awards to a customer help initiative based on Twitter.

Best Buy’s ‘Twelpforce’ campaign, set up by US agency Crispin Porter + Bogusky won the Grand Prix award in the Titanium Lions category.  

The Twelpforce uses Twitter to link customers to Best Buy staff and answer technical queries.

According to the entry: “Anyone with a question could shoot a tweet to @twelpforce, at any time. And over 2000 expert Blue Shirts would race to give the fastest, bestest answers. Plus, the collective power of Twelpforce would scan the twitter-world for tech-issue tweets and quickly lend a hand, without anyone asking.”

It added: “since the launch, the Twelpforce site has become a valued tech savior for customers everywhere. More than 22,000 tweets have come in, and that number continues to grow every day. And so far, the Twelpforce has garnered more than 24,000 devoted followers.”

Last week, Mumbrella questioned whether Cannes Lions juries fully understood Twitter in giving agencies prizes for its use.

Of the ten Titanium jurors, only one, Rob Reilly, chief creative officer at Crispin Porter + Bogusky has been active on Twitter for a siognificant period. He would not have been able to play a role in the judging of the winning entry though as it came from his agency.

Mumbrella could only find two other jurors with a Twitter profile – Mother’s Mark Waites, who started tweeting about a month ago and Belgium’s Jens Mortier who follows noone and has never tweeted.

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