Twitter is a different experience to different people. You might use it all the time, but feel indifferent to it. Those who are part of highly interconnected conversations, however, tend to have a great Twitter experience.

Our aim: remind people Twitter’s the go-to place for cracking wit and sparky chat. The cunning plan? To highlight the funniest corner of the internet: #ScottishTwitter. Raw, unfiltered, hilarious observations about daily life, in a Scottish accent:

@iangunster: “Dream aboot winning the lottery at least 10 times a day... pretty optimistic as a dinny even buy lottery tickets”

@DannyGilmartin1: “Mental that yer nipples are older than yer teeth”

We needed to celebrate those who create #ScottishTwitter and amplify their contribution, showing the power of Twitter itself: people using the platform in their own way, to break into culture and change it.

Success was judged on online buzz and PR, with footfall a secondary metric.

Visit #ScottishTwitter: a loving parody of every visitor centre you’ve ever traipsed around, open for five days in the centre of Edinburgh, celebrating over a hundred Tweets from Scotland’s greatest keyboard comedians.

The Fringe audience was in Scotland but missing out on authentic Scottish comedy.

We fixed this. We took the resolutely offline format of the visitor centre - staid, traditional - and inverted it, clashing the tropes of rural holidays against the cutting edge of online humour. The result was an unusual, hugely shareable physical experience that felt like nothing you’d expect from branded experiential.

You could visit our gallery of Tweet-inspired oil paintings; relax in our recreation of a Gran’s flat - a shrine to the matriarch of the community, the queen of our hearts and the maw ay oor maws; marvel at the stained glass window of the patron saint of #ScottishTwitter, Lewis Capaldi; and so much

#ScottishTwitter means irreverent, observational comedy with a strong Scottish accent. So where better to celebrate this than at the Edinburgh Fringe, the Scottish home to one of the world’s largest comedy festivals? We decided to enter this incredibly busy environment and say to Fringe-goers: you want proper comedy? You’re looking in the wrong place, pal. It’s on Twitter.

In order to leverage this ready-made, comedy-loving audience, we needed to make sure we were a part of all the conversations that had people talking that year. We crafted a collection of tasty stories to tempt the festival press and lined up our integrated channels to amplify the buzz.

Our strategy was threefold: create intrigue with our OOH; make a splash on the centre’s opening day; and drive conversation through our Funniest Tweet competition. Our online video and Twitter takeover on social channels were there to back it all up.

The campaign, live from the 12-25th August, was fully integrated, with a video and social campaign on Twitter and full social takeover of @TwitterUK, billboards in stations and roadsides, ads in the Scotsman and a 2m tall advertising tower that read out the Tweets in Bristo Square, the centre of the comedy zone.

The hands on experience was rammed full of interactive installations that celebrated the breadth of Scottish Twitter.There were r evocative Tweets reimagined as cross stitch, an audio guide translating Scottish Tweets into English, a timeline celebrating the greatest #ScottishTwitter moments on the platform and a stained glass window of Lewis Capaldi, patron saint of Scottish Twitter.

As with any local visitor attraction, there was even a gift shop offering unique merchandise, like tote bags that featured @nicolebairdd_x pondering: “Canny believe how expensive being alive is”.

Visit #ScottishTwitter took off online. Our welcome video made it organically to the Reddit homepage with 39k upvotes.

Our PR reached a cumulative audience 3.06 billion, with 177 pieces of coverage

Overall the video received 10.7m views, 23k views and 4k retweets.

Almost 4000 people and a goat (it’s the Fringe!) visited the Centre over five days, contributing a constant background hum of giggles and guffaws.

Photos of the centre took off on Twitter, with leading tweeters in the #ScottishTwitter community popping down to pose by their installations.

Twitter recorded an overwhelmingly positive response (98% positive sentiment*) in the Scottish Twitter community, with their own takeover adding 10k followers in 4 days and 23m impressions. #ScottishTwitter started trending, with 1688% increase in use. Scottish brands like Tennents, Irn Bru and Scotrail joined in the fun, and @LewisCapaldi himself retweeted the stained glass window.