FUSE FRIDAY’S: World Cup Starter Kit

After much anticipation, Brazil came to life this morning, as did Twitter. With over 2 million tweets globally within 24 hours using the hashtag #WorldCup, soccer fever is in full force.

And to capitalise on this, those smart bods at Twitter have introduced a smart update to their platform for the World Cup period that benefits both fans and Twitter alike.

Introducing the Twitter World Cup ‘starter pack’.

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The tool allows you to get patriotic and customise your profile picture and cover image to your nation’s colours. Despite living in Sydney, I’m afraid I had to stick with the English homeland. The starter pack then uses this information to serve you accounts you may want to follow and engage with.

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Finally, the tool then produces a bespoke tweet based on your profile and preferences:

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While the ‘starter pack’ is a nice, cool and lightweight way to engage with the World Cup on Twitter, it’s a very smart move by the platform to encourage new followers, tweet volumes and activity across the period. Twitter is monetising the World Cup heavily with advertisers and brand activity – the starter pack is another string to this bow.

So, what are 3 things brands can learn from this?

1. Utility; how do you make life easy for users? If a brand can automate something that a person is planning (ie show support for their team), not only are they doing them a favour, but are getting the credit for doing so

2. Smart visuals; always think ‘would I share this’? If the answer’s no, then don’t expect people to be engaging with you

3. Build in shareability; make it as easy and appealing as possible for people to share to their networks

#GoEngland

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