Twitter is continuing to build on its ‘Live’ proposition. The intention was made clear in its recent earning report where Twitter CEO Jack Dorsey had said that the one word to describe Twitter is Live. To spread the thought in MENA, Twitter had first announced the inclusion of a Live Marketing Award at the Dubai Lynx Festival of Creativity.
Now, the Live Marketing Award is being introduced to the MENA region as part of the awards category set at the Festival of Media MENA. The award reflects the increasing speed at which business operates and the acceleration of marketing communications in the industry. It celebrates the best real-time campaign by a brand or its agency leveraging Twitter. The message may be brand-initiated or created as a response to user conversations with real-time brand content, promotional campaigns, customer service or brand activation. The winning case should showcase the effectiveness of live marketing with metrics that highlight positive brand impact and effect brand action.
At Dubai Lynx, the award is an ‘on the spot’ challenge where the brief is delivered and responded to on site and within 24 hours and is specifically targeted at young creatives. At the Festival of Media MENA, the award is introduced as a category that can be entered by any agency that has executed an activity in the last year that meets the criteria.
“Given the importance of social media and in particular increased usage of Twitter, we are excited to have Twitter on board as a partner for the Live Marketing Award. There is clearly an appetite for identifying and upholding the best use of Twitter, now not only for personal, consumer benefit, but also how the platform can be leveraged for brand communications. The Festival of Media Awards seeks to find and celebrate the very best examples of Twitter campaigns in the MENA region,” commented Danielle Redwood, Managing Director, Festival of Media Awards.
“From its beginning, Twitter is the first service that people open to see what’s happening in the world right now, direct from the source, and live, as it unfolds. Twitter is people’s live connection to the world, live connection to culture. As such, we are pleased to introduce the first Twitter Live Marketing award at the Festival of Media Asia Pacific Awards. From music to fashion, fitness to shopping, so many of people’s passions can be harnessed by brands on Twitter. We look forward to celebrating the great work of clients that have made that connection,” said Frederique Covington, International Marketing Director, Twitter.
