2011 SAMMY Award Finalist, Best New Social Media Platform Innovation, R/GA Pay with a Tweet
R/GA
Brand: Pay With A Tweet
Campaign Brief: How do you promote a book that no one knows exists? The writers of “Oh My God What Happened and What Should I Do?” had a dilemma. Not being renowned authors or having written a best seller, the challenge became how would they reach the masses?
Pay with a Tweet is the first social payment system, where people pay with the value of their social network. They launched Pay With A Tweet with the release of their book "Oh My God What Happened And What Should I Do?” The system is free to use for every content creator out there. It’s simple: people who have something to sell simply add the Pay With A Tweet button to their site, and people who want the product simply click on the button and tweet about it. They are then able to download the product, be it a book, album, or whatever. So Pay With A Tweet turned out not to be just a campaign to launch the book, but a whole new way to trade content online.
The success of the campaign was immediate. From the success of the initial run with the book “Oh My God What Happen And What Should I Do?,” Pay With A Tweet became a phenomenon. In the first 72 hours of its launch, 13,000 downloads of the book had been downloaded. With the first six months, there had been a total of 170,000 downloads. It created a new currency, revolutionizing the impact of social media on consumer purchasing power. To date 10,000 + pay per tweet buttons have been created with more than 400,000 + people paying for something with a tweet. Thousands of companies and creative are now spreading the word about their goods for the price of a tweet.
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