2012 Digital PR Awards: Twitter Communications


Winner: Waggener Edstrom Worldwide - Tweet-a-Beer: Turning virtual contacts into personal connections, one frosty mug at a time

To increase awareness for Waggener Edstrom, creative agency tenfour and Twitter commerce-enabler Chirpify created Tweet-A-Beer, an application that gave SXSWi attendees the ability to send money over Twitter via PayPal to "buy" fellow tweeting attendees a beer.

SXSWi, where virtual contacts meet face-to-face, was an ideal launch pad, and beer, of course, plays the role of social lubricant, helping people find common ground by connecting over a pint. The sudsy app was promoted through all Waggener Edstrom social media channels and leveraged specific SXSWi activities including speaking sessions, an evening party, an intimate new-business dinner, a Waggener Edstrom Texas office’s open house and street team activities.

Hotel key cards and door hangers were purchased for seven area hotels and drove attendees to Tweet-A-Beer. A press release and blog post and "beer-outs" were sent to a target list of people, including influencers, journalists, clients and event panelists to tweet beers to promote the application.

The app earned more than 100 unique stories, including hits from Mashable and Bloomberg Businessweek. Waggener Edstrom was recognized as one of the companies bringing an innovative, compelling application to the masses at SXSWi, and also put tenfour and Chirpify on the map.  The winning team included Frank D'Andrea, Shelley Stevens, Kate Keefe Sullivan, Shelby Finn, Kirsten Forsberg, Lee Feidelson, Madeline Wigen

Blurb: For SXSWi, Waggener Edstrom, tenfour and Twitter commerce-enabler Chirpify created Tweet-A-Beer, an application that gives attendees the ability to send money over Twitter via PayPal to "buy" fellow tweeting attendees a beer. “Beer-outs" were sent to influencers, journalists, and clients to tweet about the application, which helped the app earn more than 100 unique stories.

Honorable Mentions:

  • AMD - AMD FX/Guinness Record Project

  • American Airlines and Weber Shandwick - 30 Deals in 30 Days: American Airlines' AAdvantage Program Celebrates 30 Years with a Tweet

  • Cisco Systems - @CiscoSystems: Cisco's Corporate Twitter Handle

  • MilkPEP and Weber Shandwick - The Breakfast Project

  • NYC & Company – Global Twitter Communications Launch

  • U.S. Department of Labor - Equal Pay Twitter Chat

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