In between working for clients, we like to build cool things at Optimising. It might be something useful that a client might want to use, it might be an internal system or even something that we like the idea of.

We decided to build a Twitter web app that allows you to send customised photos to your Twitter fans, automagically!

The system came together relatively quickly, and after some live testing thanks to some friends over at Twitter, we were happy enough that we had ironed out all of the kinks, and had something we were ready to roll out to the wild.

Last week we got the chance to give it a baptism of fire, and put the little thing we originally built for fun, to the ultimate test.

Fan Message

Melbourne Victory wanted to find a way to engage their fans on Twitter on Grand Final day, and give them something back after a long fought and successful season.

If Melbourne Victory won the 2015 A-League Grand Final (were they ever really in doubt?) we had to send a signed photograph with the championship team photo to all Twitter followers that mentioned the hashtag: #ALeagueChampions.

Timing was everything with this campaign. We needed to engage with the excitement around the game as the result was finalised. Optimising had staff ready in the office on Sunday night ready to go, and hot off the press from the ground we had a live image sent to us to finalise the artwork.

Once the artwork was finalised, Melbourne Victory sent out the following tweet:

How sweet it is! Get your personalised #MVFC poster now! #ALeagueChampions— Melbourne Victory (@gomvfc) May 17, 2015

Over the next 7 days, our system monitored the Melbourne Victory Twitter account and the #ALeagueChampions hashtag, and sent out over 1,000 tweets in total - with over 300 tweets in the first hour!

Here are some tweets from their happy followers:

We had a great morning of championship celebrations with @gomvfc #gomvc #ALeagueChampions— Federation Square (@Fed_Square) May 18, 2015

We are #ALeagueChampions! #10YearsProud...yes @gomvfc— Arthur Gillion (@ArthurGillion) May 17, 2015

Celebrating in style! Congratulation @gomvfc #ALeagueChampions— Twitter Australia (@TwitterAU) May 17, 2015

Overall the campaign was a lot of fun, and very successful from the point of view of Twitter and the Melbourne Victory.

Fan Message Stats

From Optimising’s point of view, everything went off without a technical hitch, and we learnt some tricks for next time to make things go even more smoothly.

So who's next?