Virgin Media: 140 Thanks

Virgin Media, a multimedia company, used speech recognition technology to record soundbites of interviews with BAFTA winners in the UK and upload them instantly to Twitter, to better engage its audience.

Campaign background

There's always a buzz around the BAFTAs, but it doesn't last.

Embracing Twitter's brevity, Virgin Media turned the tables on A-listers to get content out to fans before anyone else could.

Strategy

The goal was to get content out to TV viewers while they still cared about it. Cutting through the press pack, social content had to be out to the market faster and in a more dynamic format than any other outlet.

Virgin Media's headline sponsorship gave RAPPUK backstage access to the BAFTAs, the challenge was to then get both celebrities and fans' attention in a way...

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