Telecoms giant Deutsche Telekom wanted to transfer its brand promise Life is for sharing into the real world with an emotional campaign platform targeting young adults.Deutsche Telekom already owned some desirable sponsorship properties, so why not run competitions to give consumers VIP access to music and sporting events? But its PR team knew that giving consumers once-in-a-lifetime experiences is no longer enough. In the era of Twitter and Facebook, experiences are only worth something if they are shareable. The strategy was to capture young people’s need to share the best moments of their lives with their social networks, and put Twitter at the heart of the campaign.The Twitter-Reporter campaign gives consumers - selected by competitions with media partners - a taste of the celebrity lifestyle at exclusive events ranging from Oktoberfest to a Katy Perry record release and the FIFA Women’s Soccer World Cup. The winners share their experiences and favourite moments by tweeting as ‘Twitter-Reporters’.The clever, creative campaign is a win for Deutsche Telekom, its media partners and consumers. In an elegant bit of circularity, it also activates the company’s sponsorships. The promise, that Life is for sharing, is made tangible, and amplified several times over for each event.The campaign has a total-to-date OTS of 144.8m. It has moved perceptions of Deutsche Telekom away from its state-owned past, engaged the audience on their own terms, created brand advocates, positioned the company as an innovative enabler, and truly brought Deutsche Telekom’s brand promise to life.

The team draws up a calendar of festivals, music and sporting events, including Oktoberfest, the Berlinale film festival, a Katy Perry record release, gigs by popular singers such as Robyn, the Extreme Playgrounds extreme sports showcase and the Gamescom event for computer games fans.The chosen media partners announce competitions to win the chance to be a Twitter-Reporter for the day. The announcements are also made on www.twitter-reporter.net - re-launched on Tumblr in February 2012 - the Twitter channel, and dedicated Facebook fanpage.The competition winners are equipped with smartphones and briefed on hashtags and keywords. At the events, the Twitter-Reporters share their favourite moments in 140 characters via a dedicated Twitter-Reporter channel.Media partners amplify coverage using their own Twitter channels. Separate channels have been created for events such as the FIFA Women’s World Cup @herzrasen11, an event where Twitter-Reporters had the chance to meet the soccer stars.

Telecoms giant Deutsche Telekom wanted to transfer its brand promise Life is for sharing into the real world with an emotional campaign platform targeting young adults.Deutsche Telekom already owned some desirable sponsorship properties, so why not run competitions to give consumers VIP access to music and sporting events? But its PR team knew that giving consumers once-in-a-lifetime experiences is no longer enough. In the era of Twitter and Facebook, experiences are only worth something if they are shareable. The strategy was to capture young people’s need to share the best moments of their lives with their social networks, and put Twitter at the heart of the campaign.The Twitter-Reporter campaign gives consumers - selected by competitions with media partners - a taste of the celebrity lifestyle at exclusive events ranging from Oktoberfest to a Katy Perry record release and the FIFA Women’s Soccer World Cup. The winners share their experiences and favourite moments by tweeting as ‘Twitter-Reporters’.The clever, creative campaign is a win for Deutsche Telekom, its media partners and consumers. In an elegant bit of circularity, it also activates the company’s sponsorships. The promise, that Life is for sharing, is made tangible, and amplified several times over for each event.The campaign has a total-to-date OTS of 144.8m. It has moved perceptions of Deutsche Telekom away from its state-owned past, engaged the audience on their own terms, created brand advocates, positioned the company as an innovative enabler, and truly brought Deutsche Telekom’s brand promise to life.