This case study will look at how a tweetathon was used by USA for UNHCR to help spread the message about their Blue Key Campaign. The Blue Key Campaign was centered around informing the American population of the refugee crisis. This was done by having people go on to the website and buy a blue key pin or pendant to wear.
Before I start blabbing on about tweetathon let me explain what it is. A tweetathon is similar to a teleathon but for Twitter. The objectives for a tweetathon vary from raising awareness to raising money. The tweetathon by USA for UNHCR was scheduled to happen on the 13th of June 2011 to start at 9am and finish at 9pm.
The campaign was run by having Blue Key Champion, a variety of influence makers, tweeting about the cause and using the tweets from @UNRefugeeAgency to show their support. These Blue Key Champions would use their own accounts to help spread the message. Does this sound familiar to you? If not I’m not impressed cause you didn’t read the UNICEF India case study. And that would make me sad. Okay enough with that rant back to the similarities. The use of other people to promote your campaign which is not totally reliant on the agencies account. The agency’s account might provide information for people to re-tweet or discuss on but all the work is done by the Blue Key Champions.
At the end of the tweetathon #bluekey was mentioned in a 1 524 tweets this was an increase from an average of 50 tweets a day. Traffic to the Blue Key website increased to 169%.
The statistics of this campaign are impressive but does this strategy rely soley on the use of celebrity ambassadors or famous influence makers? We keep this in mind as we continue to explore different Twitter marketing strategies.