2016 Social Media Awards: Twitter | Promoted Tweet Campaign

Winner: Raytheon Integrated Defense Systems - Poland Patriot

Social media, especially the use of Twitter, played a huge role in connecting this campaign’s messaging to key influencers and the Polish Ministry of Defense (MOD). Raytheon Integrated Defense Systems (IDS) had been competing for Poland’s national medium-range air and missile program, better known as WISLA, for the selection of its “Next Generation” Patriot Integrated Air and Missile Defense System, Raytheon’s cornerstone program, since 2012.

The Raytheon team chose an aggressive Twitter strategy because it was the social media platform that the Polish MOD, reporters and key political influencers were actively engaging on. The Patriot Poland social media campaign took place in late 2014 and early 2015 during the last leg of the selection process – the most critical stage. The competition began with over 14 global companies vying to supply the missile defense system, and by the time the campaign started, the competition had been narrowed down to just two solutions supported by only a few companies.

To be successful in one of the most competitive international missile defense campaigns to date, Raytheon needed to position the benefits of its solution for Poland in a public forum, using social media as one of the primary outlets. Raytheon IDS succeeded in developing a nimble, collaborative and creative approach that could flex with the ever-changing environment in Poland, while also considering the implications of this messaging to its other global partnerships.

Its Twitter campaign exceeded expectations and really helped Raytheon IDS focus in on its messaging and the execution of its entire PR campaign. All in all, Raytheon IDS’ Twitter strategy was exceptional and is being used internally as an example of how to use social media to further PR efforts.

Ultimately, the Polish MOD announced that it had selected Raytheon’s Patriot Missile System, and on Twitter, the campaign resulted in an impressive haul of 189,629 total impressions and 8,947 engagements.

Honorable Mentions:

  • MasterCard Worldwide Communications - MasterCard Wearables Announcement Meme
  • Raytheon Company - Raytheon Paris Air Show Campaign
  • Trend Micro/HCK2 Partners - re:Invent