Branded Content is ubiquitous at the moment, with many brands attempting to deliver contents that are relevant for their target. However, there is a lack of creativity and interest in many of the proposals, which results in a weak response from the audience in terms of interactions and a certain saturation of the market.

Before the Tweet Battle, we turned the artists into blue birds and encouraged their followers to support them. They had to use the hashtag #batalla_name of the artist, and involve @Ballantine’s in their conversations.

Twitter became our partner, granting us access to the Data generated in the battle. A combination of volume of tweets and their good vibes was the key to the victory.

Simultaneously, we ran an online and radio campaign, and developed a 24/7 Community Management strategy

The whole process could be followed through our social media. Every artist’s score was reflected on our website in real time.

We achieved 5 million tweets an over 360 Trending Topics in three months, creating a landmark campaign in spanish social media and reinforcing Ballantine's social reputation in the music context.