Complimenting the successful Foxtel Original Series The Twelve, Foxtel, Mindshare and Twitter have joined forces in an innovative interactive campaign that turned fans of the show into Twitter jurors during the series. Fans had the opportunity to review written, audio and visual “evidence” from the show, and were directed to come to a “verdict” through Twitter vote.
Foxtel executive director of marketing, Michael Nearhos, said: “This innovative OOH execution took The Twelve from television screens to digital OOH screens in a way that hasn’t been done before in Australia. Our campaign idea was based on the premise ‘who are we to judge?’ and as if every Australian was placed on the jury, the Twitter and OOH executions evolved as the story unfolded and we started to cast judgment on the accused.”
The Twelve’s jury of Twitter peers delivered a verdict of not guilty for the accused, Kate Lawson, with 76% of users of the campaign tweeting their response during the series finale (aired on 23 August).
The online campaign was met by an out-of-home interactive campaign, with innovative digital OOH boards placed at high-traffic pedestrian locations across the ESB. The stunt provided passersby with the opportunity to view the “evidence” from the series and invited them to cast their vote on Twitter through the use of a QR code.
Nearhos said of the physical campaign from OOH: “This is first-rate interactive digital advertising and we’re proud to be among the first to put this concept into the market.”
Currently, there is an uptick of Australian viewers who are using Twitter to supplement their TV experience, to share views, theories or excitement.
The suspense and the drama that unravelled throughout the 10-part series made The Twelve, Foxtel’s most watched drama of 2022, and the campaigns launched by Twitter and Foxtel alongside OOH provided an interactive experience unique to the program.