Learning some #hashtag lessons

We tried something last week and it kinda worked; it kinda didn’t.

In the lead-up to the new James Bond movie, Skyfall, we had a bit of a brainstorm and came up with the idea of building a new storyline through Twitter.

After a bit of thought I put together a plan for the #bondstory to run over the course of a few days. Search for the hashtag and you’ll see that the level of engagement was pretty high and I was happy with the final result.

We began by asking for a title and followed it up with requests for names for Bond girls and the main villain. We then had a break for the weekend which, looking back, probably did not help phase two of the plan which was to try to build a plot.

We then asked for locations and for users to complete a sentence relating to why the villain wanted to take over Norfolk. This was followed by requests for gadgets and finally a theme tune.

I documented all responses into a Storify.

Obviously, it was intended to be a bit of fun and we had only positive responses albeit from a small sector of the @EDP24 audience.

We learned lessons from the small project which will be useful to us in the future.

Good things: We picked a hashtag that did not have material allocated to it and the majority of users included it in their tweets.

The audience saw it as a fun element alongside the daily news headlines from the @EDP24 account.

The first two days saw particularly good engagement and we had some very creative suggestions from our followers.

Bad things: After those first two days we took a break for the weekend and it was difficult to re-energise followers.

Some of the questions in phase two were also too open. We asked for new Bond gadgets but that takes a quite considerable amount of thought. Twitter thrives on quick conversations so build that into your planning process.

How about you? Have you tried new projects on Twitter and, if so, how did they fare?


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