Tasked by the Greater London Authority to drive more traffic to the East Festival Twitter stream I came up with the concept of ‘The Twike’ – the rationale behind this decision being that cycling was one of the main 2010 festival themes.
On a small budget (£1000) I worked with artist Pete Fowler in overhauling an old bike, upon which he painted his own interpretation of Twitter branding as per my brief. We then fitted it with a mobile phone, and using GPS tweet, set it up to tweet it’s location as it cycled around the festival. I also cut together stills of it’s manufacture to make effective supporting video content.
Results were millions of views within 24 hours of going live; posts on sites such as Mashable, Notcot and Neatorama; 98% of the Twitter traffic was tracked specifically to the Twike activity which increased 400% upon launch.
COVERAGE REFERENCE 1 http://tiny.cc/twike1
COVERAGE REFERENCE 2 http://tiny.cc/twike2