Blast Radius Paris enlisted the help of local companies Am I Collective and Sea Monster to bring this Twitter campaign for France’s M6 Mobile to life. The campaign, Eat A Tweet, stars an animated purple lolcat called Geronimo to promote M6 Mobile’s brand strategy, “Be the one to follow”.
This is how it works:
Users connect their Twitter accounts at www.eatatweet.fr. For every tweet sent with the hashtag #EatATweet, a bluebird is released for Geronimo to eat. Geronimo gorges himself on bluebirds in a variety of entertaining ways including methods called Cat Vador and Cat-lem Shake.
The more tweets, the more Geronimo eats, getting fatter and fatter until he eventually explodes. If a user manages to make the cat explode then all previous players automatically post a tweet about them, the idea being that they’ll get more followers.
Each time someone tweets from the website, the hashtag #M6Mobile is automatically generated, promoting M6 Mobile on Twitter.
The campaign was launched on Tuesday and within the first 48 hours, more than 1 000 tweets were sent using the hashtag #EatATweet. So far, users have spent an average of 10 minutes on the site, which has a bounce rate of 7.8%.
All the illustration was done by Am I Collective and all the animation by Sea Monster.