Optimising launch twitter app with a big 'Victory'
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.
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 pic.twitter.com/kwAjOyGwoH— 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 pic.twitter.com/SuAexYH0ej— Federation Square (@Fed_Square) May 18, 2015
We are #ALeagueChampions! #10YearsProud...yes @gomvfc pic.twitter.com/nCGsYLb5zX— Arthur Gillion (@ArthurGillion) May 17, 2015
Celebrating in style! Congratulation @gomvfc #ALeagueChampions pic.twitter.com/FiO5Q8MbVP— 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.
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?
James Richardson
Co-Founder
James is Co-Founder of Optimising who’s worked with everyone from national retailers and franchise groups to fast-growing eCommerce brands. He’s as interested in how AI engines send traffic as he is in old-fashioned rankings, and spends a lot of time testing how brands show up across search.
He started out running sports fan sites and early eCommerce stores, picked up a few senior sales and marketing roles at ASX-listed companies, then decided to build the kind of SEO agency he actually wanted to work at. Outside work, James is usually being out-negotiated by his three daughters, hosting very serious pretend tea parties, or supervising yet another cubby house build in the lounge room.
