#TornadoWeek Tweet Powered Tornado LiveStream
Social Media
Video Production
Media Planning & Strategy
Project Overview
In April 2013, Vert received an RFP from The Weather Channel with a simple goal: “generate buzz and create awareness via social media” around Tornado Week, seven days of original programming centered around one of nature’s most impressive storms. The timeline? Less than a month to create, launch, and execute a campaign from start to finish. With #TornadoWeek, we did just that. From April 29 - May 3, 2013, we challenged Twitter users to help us build a tornado inside The Weather Channel’s office. Every mention of the #TornadoWeek hashtag boosted the winds a few Weather.com interns would face, and the world was invited to engage with their experience in real time via YouTube live stream. On Day 1, we hooked-up our custom Twitter tracker app at www.weather.com/intern to 11 high-speed, industrial-power fans surrounding the interns’ desks. Then we hit ‘Play’ on the live stream...and watched the campaign go viral. By Day 5, earned, owned and paid media had generated 49,691 unique tweets with the #TornadoWeek hashtag; 63,290 visits to the weather.com/intern landing page; 539,496 minutes watched of our “intern office” which reached a top “Effective Wind Speed” of 140 miles per hour. In addition to impressive social numbers, #TornadoWeek garnered 10 million earned impressions through media coverage from The Huffington Post, Mashable, ABC News, The TODAY Show and others -- as well as another 10 million Twitter impressions from influential blogs and media outlets who tweeted with the hashtag.Client
The Weather ChannelTags
livestream
video
social media
twitter
hashtags
viral
buzzfeed
mashable
awards
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