Case Study: Vodafone achieves stronger brand sentiment and event reach with Twitter Video

Vodafone uses Twitter Video to scale its sponsorship of Capital’s Summertime Ball

Vodafone used Twitter Video and In-Stream Video Sponsorships to scale its sponsorship of Capital’s Summertime Ball and build momentum before the event. The challenge was to maximize on-the-day exposure for VodafoneUK as title sponsor and reinforce the brand’s alignment with the live music event.

Twitter implemented a live Twitter stream and custom hashtag activation for #CapitalSTB, including a custom emoji, which helped an additional 725,000 people in the UK experience the event and drove a 60% increase in hashtag use versus the previous year. Twitter’s implicit reaction testing also showed stronger brand sentiment for Vodafone, with emotional appeal improving on terms like “popular” (+2%) and “modern” (+4%), while “old fashioned” declined by 3%.

Vodafone

Dan Underwood

Head of Sponsorships and Partnerships