Vivid reveals Twitter-based marketing plans

Published on: 26th April 2013

The company is launching a wave of Twitter-driven consumer PR campaigns to support new range introductions.Canimals-on-Tour300

A year on from launching its own dedicated Twitter platform, Vivid is celebrating reaching 3,700 followers.

Michelle Goodisson, marketing manager at Vivid, said: “Working with open-minded licensors and brand owners who realise the potential of Twitter as a vital communications tool offers us the facility to devise creative and impactful campaigns to directly target mums and the teen market.”

May sees the launch of a host of Twitter-hosted campaigns devised by Norton and Co to engage followers and bloggers in brand activity including Cut The Rope, Canimals and Cloudbabies. A time travel-themed, week-long Cut The Rope initiative invites followers to guess which era Om Nom is visiting as part of a structured Twitter programme with accompanying competition to win Vivid Nommies.

‘Canimals On Tour’ will celebrate St George’s Day in conjunction with Aardman by engaging followers across Twitter and the Canimals’ Facebook page to guess what UK landmarks Canimals characters are visiting over a series of pictoral Tweets. Linking the weather and Cloudbabies toys forms the theme for a week long Cloudbabies ‘Weather Watch’ and product competition running across Vivid’s Twitter page timed to coincide with the forthcoming May Bank Holiday weekend.

Michelle added: “Launching the Little Mix dolls via a Twitter partnership engineered in conjunction with Bravado and the bands’ management company created a storm of tweets from dedicated fans and injected a buzz of excitement which translated directly into chat about where the dolls could be purchased and when. Harnessing this potential and making the content relevant for our followers and the wider ‘ripple out’ audience is an on-going challenge but one which as a company we are fully embracing.”

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