Connecting Innovatively These Four Brands Created Twitter Firsts In 2015

Jet Airways, BMW India, Reliance Mobile, Jaguar Land Rover used interesting Twitter products in 2015 to reach out to their fans

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2015 is coming to an end and the industry is busy in releasing reports on how the year was so far. Twitter, the 140-character social network has come up with the 2015 #YearOnTwitter. From the Golden Tweet (between two global icons) to Most Influential Moments (global interest for Delhi Elections and Diwali), Most Popular Hashtag Trend (worldwide conversations about IPL), the first non-US brand to get a Twitter emoji (@MakeInIndia), this was the Year On Twitter to show the global rise of India.

#YearOnTwitter at 2015.twitter.com – is a place to look back at the most Retweeted Tweets, the most popular trends, and how 2015 unfolded across the world on Twitter. The site gives you a complete picture of all that happened this year – from SRK’s tweet to Zayn Malik to the most influential moment which was the cricket world cup match between #INDvsPAK.

According to Twitter, India beating Pakistan in the first match of the Cricket World Cup in 2015 was the most viewed TV and sports event of the year and drew a record-breaking 118.3 million Impressions on Twitter, including the magical #OnlyOnTwitter moment when Sachin Tendulkar (@sachin_rt) tweeted after the win.

Additionally, Twitter has also released Twitter Firsts in 2015. This includes the list of brands and partners coming forward and trying out Twitter’s different product offerings to reach out to its audience. The list includes four such brands who experimented with Twitter’s new products.

Jet Airways launches #JetInstant

In March this year, Jet Airways announced that the company has launched a new hashtag service, #JetInstant, on Twitter to provide fares and flight status information to users in real time. To get started, users were required to follow the company’s official Twitter account @jetairways.

To get the flight status, users can direct message “@jetairways fltstatus”. For low fares details, users had to tweet “@jetairways lofares . On both requests, Jet Airways will reply with a direct message (DM) to user on Twitter.

This was big news for Twitter in a country where it is yet to become mainstream like Facebook and WhatsApp. “This is a first for us in the field of aviation in India and we congratulate Jet Airways for their creative use of Twitter. As an organisation that prides itself on guest service, #JetInstant will allow Jet Airways to offer services with a personal touch and greater convenience,” Arvinder Gujral, Director, Business Development, Twitter India and SE Asia had said. With this service Jet Airways became the first Indian airline to launch Tweet powered transactions.

Reliance Mobile #SmartCare

Earlier in October, Anil Ambani-led Reliance Communications had launched ‘Smartcare on Twitter’ to provide various user account management services to its wireless subscribers through Twitter. Smartcare on Twitter promised to empower wireless customers to manage their user account by using their Twitter account login.

Users need to tweet to @RelianceMobile to avail multiple services in real-time. With this service Reliance users can now access and manage their mobile phone account on Twitter using the #SmartCare hashtag: pay bills, recharge online, view and buy best deals, track usage, and check balance.

Reliance also became the first telecommunication brand to launch Tweet-powered transactions.

BMW used Twitter’s Flock

In February, German luxury car maker BMW India launched the new i8 – its first hybrid sports car in India for a whopping Rs. 2.29 crore (ex-showroom). Positioned as the carmaker’s vision of the future, the launch was accompanied by a digital campaign too, called ‘BMW #iamtheFuture’.

During this campaign, BMW India also became the first brand to use the Flock to Unlock card for the launch video of the i8 in India. Flock to Unlock is a custom Twitter card that brands can use to unveil a new product, video or a commercial. It needs people to flock to the content for it to unlock. Once the card is unlocked, a Tweet is sent to everyone who participated with the exclusive content.

Post the big reveal, the BMW Twitter handle shared an array of tweets with pictures of the launch event and what car experts have to say. Vine videos were created to let Twitterverse have a look at the BMW Infinity dome, and the BMW laser man. Images from the launch did all the talking on Twitter.

Jaguar Land Rover used Periscope

This year Twitter conceptualized and executed the first-ever automobile launch experience on Periscope for the launch of the New Discovery Sport by Jaguar Land Rover. The launch experience was brought to Land Rover’s fans in real time using Periscope, allowing followers to interact with the live broadcast as it happened.

Two years back, Facebook was the medium where automakers would take pride in building an app to reveal a launch exclusively on digital. Today Periscope is doing the job, a great way for other brands to try it and bridge the online-offline divide during such events.

Not just for product launches, today Periscope is being used for live interaction, community policing and live sports, among others. Read how Indian brands are using Periscope in six interesting ways to connect with fans.