How we killed the giants and stole their thunder. Nokia phones have been in a range of vibrant colours for some time. So when Apple abandoned their well-known colourless product line and launched their iPhone 5C in a range of vibrant colours, we thanked them. Our simple tweet at the exact moment of their announcement, hijacked #Apple worldwide and dominated the online conversation. In just 3 days, there were 40,467 retweets, stories on hundreds of blogs worldwide, and over 64 million impressions. It is officially the most retweeted brand tweet ever (doubling Oreo’s famous Superbowl tweet with 16,000 retweets). Nokia’s fanbase increased by 18% overnight, and Twitter said: “one of the best moment marketing tweets ever". Best Use of Social media for a Consumer Brand: We used the power of social to step up as a challenger at the right moment and encourage a wave of positive consumer sentiment for our brand. Best Use of Social media for Consumer Electronics: We used the power of social to step up as a challenger at the right moment and encourage a wave of positive consumer sentiment for our products Best Use of a Hashtag on Twitter: We totally dominated a competitor’s hashtag when they needed the conversation most. Best Branded Real-time Response to a Major Event or Cultural Phenomenon: We used the power of social to instantly react to a competitor’s global online launch event, and steal their thunder Best Use of Social Media by One Brand Responding to Another Brand: We used the power of social to fire a volley across the bow of a much larger battleship, and we won.
