Twitter Gameplan
Client: Twitter
Role: Creative Director
Associate Creative Director: Luke Page
Design Director: Jose Quintana
Art Director: Johnny Gore
Graphic Designer: Rosie O’Connor
If there was a single element in my experiential work that I might point to as a recurring theme, it would be gamification. As a keen gamer and student of game design, it never ceases to fascinate me how the introduction of a competitive element can appeal to the ego, and motivate even the most marketing-savvy audience into earnest participation. So, when Twitter came to us asking for a way to educate a host of creative and marketing agencies about their platform, I felt that there’d be no better motivator than pitting these agencies against one another, in a gamified battle of wits.
We devised a series of increasingly fiendish challenges, asking agency creatives to show off their ingenuity, inventiveness, and social media savoir faire. Every agency was given the same prompt from differing major brands, and asked to write the most impactful, audience-engaging tweet, while capturing the voice of their given brand. Entries were then judged live by a panel of Twitter’s own algorithmic experts, until only one agency was left standing.
