Twitter Conversation Marketing: A Star Wars Story
The social network that is arguably best built for open, one-to-one communication and engagement is Twitter. It allows brands to build relationships with customers and people to connect with each other.
That communication factor can also be a fantastic tactic for promotion.
Consider Star Wars. Their Twitter account has 3.83 million followers, and they tweet things like updates, quizzes for followers, fan art, behind the scenes shots and more, including replying to people. But this is where they and their parent company Disney go the extra yard.
Let's take a look at a Twitter interaction that took place:
There are a couple of reasons why this is great show of Twitter promotion.
First, this isn't just a typical content or promoted tweet by Disney. This conversation actually gets rolling by someone affiliated with Disney's Star Wars franchise, actor Mark Hamill, casually engaging a fan on Twitter.
Second is the significance of Miss Piggy's entrance into the conversation. Miss Piggy of The Muppets, actually has her own Twitter account that gets maintained in the character's persona as if she were a real person. The Muppets, and not by coincidence, is another franchise owned by none other than Disney.
This conversation, whether planned out or not, appears to be very natural and native, and includes huge accounts that are affiliated with the Star Wars franchise and Disney. By having them interact with each other, the likelihood of the conversation being seen by each account's followers increases without anything looking like an advertisement, which is why there are hundreds liking each tweet.
Finally, the timing. Mark Hamill's initial response that triggers the high profile conversation happens only a few hours after Disney released it's first full length trailer for their new movie, Solo: A Star Wars Story. A perfect way to get conversations surrounding Star Wars going.
Well done.