Twitter Trends: Urban Gallery

Brands have a hard time keeping up with constantly changing people’s behaviours and Twitter can help them by providing insights into what their audience think and care about. With “The Conversation: Twitter Trends” research, billions of Tweets were analyzed over 2 years offering valuable information on how conversations are evolving. These conversations are shaping the world and are a mirror of what matters to society. 6 major trends were detected, and understanding them allows brands to move ahead with confidence and to connect with what’s happening. Being part of the conversation matters – and drives results! There’s a 73% correlation between relevance and revenue, and Twitter wanted to communicate it to its current and potential clients.

In the Covid era B2B business audience is already flooded with digital content and online events, we really needed to go one step further and really submerge them in the message.

‘Twitter Trends: Urban Gallery’ is an immersive web based guided tour in a city in which customers will dive into each of the 6 macro trends through carefully curated visual and sound stimuli. Data and key insights, Tweets and keywords that explain the trends, will have the shape of street posters, 3D sculptures and graffiti. The end of the route will come with an interaction in which the audience will be able to pick several topics of interest and see how a real time collaborative user generated mural grows with the intervention of everyone.

The activation was targeted to hundreds and resources were limited, so VR headsets were not an option. Therefore, we created the virtual world online, for all type of audiences to be able to access it from any type of device with a standard internet connection.

During the tour users were able at all times to download the final paper on Twitter’s research and were directed to Twitter’s Marketing page for further information. Engagement went over 93% on the first 3 days of launch and got over 35K views within the whole period.