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Duracell on court 18

We embarked upon a pure digital campaign that hijacked the online sphere. This was centred on an incentivised product experience and used a Duracell UK Twitter account supported with real-time social media monitoring tools.

The longest tennis match in Wimbledon history (between Isner and Mahut) sparked a Twitter frenzy, including reference to the players as ‘Duracell Bunnies’ by prominent blogger David Schneider (32,800 followers). Our team quickly capitalised on this and contacted David Schneider via the Duracell UK Twitter account, we retweeted his comment and set up a competition to win a free Duracell USB charger every hour.

By 10am the reactive plan was live and gaining traction across Twitter. Within the first five hours the message was re-tweeted 763 times and followers to the Duracell UK account grew by 75%. Duracell gained kudos and respect from the early adopters with whom the brand was looking to engage.