Good Morning America invited international music sensation @onedirection to play a live concert on November 26. To do it, the boys took over Central Park — and Twitter.
With a barrage of Tweets and Vine videos before and during the concert and use of the hashtag #1DonGMA, @GMA had a social media success on its hands.
There were over 82,000 Tweets about the show, according to Nielsen SocialGuide — 17 times the number for the previous day’s program. Those Tweets were seen 2.7 million times; #1DonGMA was mentioned 55,672 times.
Here’s what @GMA did to make the concert into a frenzy on Twitter.
Videos and photos
The Vine videos @GMA tweeted were high in creativity, quantity and variety — from an equipment check to messages from fans. Good Morning America also asked questions and announced the beginning of the concert.
@GMA also tweeted a Vine video about the hashtag#1DonGMA in order to encourage its use. Using a single hashtag organized the conversation on Twitter, so that users could search for the event and join in.
Perhaps the most powerful moment occurred when @GMA brought fans to meet one of the world’s most popular bands. Vine videos like this one brought viewers closer to the action:
In addition, @GMA’s photos performed very well, gathering thousands of retweets and favorites. This is one that has become one of @GMA’s top five most retweeted Tweets of all time:
Promotion
On November 12, @GMA announced that @onedirection would be performing on the show later in the month, and @onedirection followed with its own announcement that day.
With those initial Tweets, #1DonGMA began inspiring fan Tweets and continued to be the gathering place for conversation before, during and after the concert. @GMA tweeted intermittently about the event until Monday morning. That’s when the frequency really picked up.
@GMA asked for questions from fans and featured the handles of all members of the band, not to mention the call-to-action Tweets encouraging viewers to tune in. Good Morning America shared its excitement for the concert in this promotional Vine video:
When the performance was over, @GMA asked its Twitter audience how they enjoyed the show. And then, @GMA tweeted one last item: One Direction will tour in North America in 2014.
Do you know of other innovative uses of Twitter? Write to [email protected].
Did someone say … cookies?
X and its partners use cookies to provide you with a better, safer and
faster service and to support our business. Some cookies are necessary to use
our services, improve our services, and make sure they work properly.
Show more about your choices.