How brands built buzz on Twitter during #CES2016

Friday, 15 January 2016

Last week, Twitter timelines lit up with live news about drones, virtual reality, and self-driving cars as the annual International Consumer Electronics Show (#CES2016) took over Las Vegas. Over the course of the conference, Tweets about tech launches and the promise of a smarter, more connected life generated more than 1.1 billion impressions, on and off Twitter.

How brands built buzz on Twitter during #CES2016

Many brands used Twitter to reach a live global audience, including Intel, Samsung, and Logitech, three of the most-mentioned brands on the platform during the event. Here are five things we learned from their success:

1. Create a Tweet-worthy moment.

During CEO Brian Krzanich’s keynote address, @intel wowed fans — and inspired them to Tweet — by setting a world record for launching the most airborne drones at one time.

2. Share rich media to make people feel like they’re at the event.

@intel sparked buzz by showcasing new wearables and personal robots via Vines and videos. 

The brand also generated #FOMO by offering glimpses of conference-goers enjoying its products.

3. Send a steady cadence of news.

Samsung shared each of its new products on Twitter. Many related to the Internet of Things (#iot), one of this year’s most popular hashtags and the theme of Samsung’s keynote. The new items included a smartwatch, a smart refrigerator, and a virtual reality headset.

4. Partner with an influencer.

@Logitech piqued interest in its new offerings by collaborating with popular comedian @bengleib. The brand Tweeted humorous-yet-informational images and videos depicting Gleib’s experiences at the conference, and tagged each one with #Logitechlive so that users could easily follow the story. 

5. Encourage fans to share your message.

@Logitech also spread its news farther by giving users who Retweeted a chance to win prizes.

Want to own the conversation at the next major global event? Check out our success stories for more inspiration.