Martin Miller´s Gin. Ice VS Fire
The Ice vs. Fire campaign for Martin Miller’s Gin consisted of a social media contest between two characteristic features of this premium gin: ice and fire.
In order to take part in the battle, users were required to choose between the two elements and post tweets in support of one team or another, by using the hashtags #HieloMartinMillers or #FuegoMartinMillers. To encourage users to join in, 10 Martin Miller’s Gin giveaways were raffled off at random among tweeters who posted using any of the two hashtags.
Users could view the support drummed up by each of the two teams at the microsite www.hielovsfuego.com, which was automatically updated to reflect the percentage of winning votes.
Our real-time big data processing engine, Guud, was used to capture the number of times the hashtags were used, in order to give the teams credit for the votes. This tool was also used for all of the logistics involved in selecting and contacting the lucky winners of the 10 giveaways via Twitter’s automatic reply feature.
The winners were selected as follows: throughout the period of the campaign, different times were chosen at random (e.g. 10:15 a.m., 1:45 p.m.) in which the first user to send an original tweet (not a reply or retweet) who had not already won a prize would be named winner.
When Guud’s algorithm detected a winner, it auto-followed the user in order to exchange direct messages. An auto-reply was sent to the user with a pre-drafted message along with an image indicating that the user had won the prize.
The Ice vs. Fire campaign is noteworthy not only for its visual appeal, but also thanks to Guud and its use of two attention-grabbing dynamics that are great for generating engagement: surveys using hashtags and/or mentions (which keep a reliable tally by each unique user and/or per day, enabling the detection of spammers) and the use of auto-replies (which allow us to send messages to users automatically on Twitter based on certain criteria).
The votes tallied amounted to 534, with 298 unique users, reaching 183,665 people during the two-week campaign.
Most of the tweets were original, that is, they weren’t retweets, giving the campaign significant visibility.
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"El Ministerio de Industria, Energía y Turismo apoya el Proyecto SOCIAL BRAIN, dentro de la convocatoria Acción Estratégica de Economía y Sociedad Digital 2/2014"
El Proyecto Social Brain es un desarrollo experimental que consiste en la construcción de una plataforma de inteligencia basada en la recopilación, filtrado y procesamiento semántico, en tiempo real, de grandes volúmenes de datos (Big Data) procedentes de entornos sociales y fuentes libres y la elaboración de predicciones también en tiempo real. Estas predicciones se realizan sin necesidad de supervisión o control por parte del usuario y se pueden integrar en aplicaciones de terceros para su gestión posterior.
El Proyecto ha sido cofinanciado por el Ministerio de Industria, Energía y Turismo dentro del Plan Estatal de Investigación Científica y Técnica y de Innovación 2013-2016, en la Acción Estratégica en Economía y Sociedad Digital, Convocatoria 2/2014, mediante el Expediente TSI-100105-2014-205