We challenged Twitter users to find 25 pairs of free One Direction tickets hidden all over the UK. Five pairs of tickets were offered each day for five days on our microsite. The users’ tweets containing the hashtag #LGtickethunter controlled the zoom on a map of the ticket’s location. As our ticket hunters rushed all over the country to find the tickets, the more they tweeted, the more the map zoomed into the ticket’s secret location. This strategy drove a major peer advocacy effort. And just in case users lost interest when the ticket wasn’t near their location, we offered ticket draws for top acts Jay-Z and Kanye West and TV talent shows The Voice and X-Factor for everyone who tweeted that day. We started the whole thing with a sponsored trend on Twitter supported by search-targeted promoted tweets. It became a major event on and off-line across Britain.

o LG smartphone sales QUADRUPLED .

o 58,000 tweets.

o 23.5 million impressions on Twitter (44% HIGHER than the benchmark for this level of adspend).

o An AMAZING 37% sponsored tweets engagement rate (Twitter average is just 11%).

o 9,420 unique visits to LGTicketHunter.com.

o Average site dwell time – almost 7 MINUTES.

o 40% of all traffic was REPEAT VISITS.