Twitter Turned Real Tweets Into Ads Showing It’s the Place Where You Can Be Yourself

The platform embraces its contrast to Instagram or LinkedIn

Real tweets became out-of-home ads showing Twitter as a place to let your mane down. Twitter

Some years ago, as social media began its infancy, a gaggle of “experts” and “mavens” tabbed each platform as having specific attributes. Back then, Facebook was considered more like a neighborhood BBQ (sans Russian guests, one would presume), LinkedIn was, predictably, the office gathering, Google+ was … um … no one really knew, and Instagram was but an idea, not the photo phenomenon it is today.

In its nascent years, Twitter was positioned as social media’s cocktail party; a place where people could let their hair down, share their unfiltered views on any and every topic, and be a little more naughty than on other platforms.

Today, Facebook has morphed into a place where our parents overshare and data goes Lord-knows-where. LinkedIn is pretty much the same yet features more thought leaders than any of us should ever handle, Google+ is (mercifully) gone and Instagram is the domain of #FYLAM (“fuck you, look at me”) photos of fancy drinks while lounging on hotel balconies, scads of influencer #ad pics … and the Cannes Lions.

All the while, Twitter has pretty much stayed the same, and the platform is celebrating its individuality in a self-aware OOH campaign that, essentially, shows the double lives of users’ social media habits.

“Me on Twitter” comprises 31 tweets—framed simply, without any superfluous branding—illustrating how people use Twitter versus other platforms. The activation popped up across six subway stations in New York and San Francisco, with a total of 128 placements in the two cities.

The tweets are entertaining and a glimpse into how users show up on competing platforms. In one example, comedian Sarah Cooper shared how a highly-styled horse (representing Instagram) compares to a donkey (Twitter).

Another user showed how she presents herself on Twitter (a denim jacket tossed over her head) versus LinkedIn (professional).

Interestingly, Twitter doesn’t just rely on tweets with images for the campaign and includes several examples of copy driving the concept.

To further activate the concept, Twitter unfollowed everyone (including the company’s founder, Jack Dorsey) and began following the people highlighted in the campaign.

Some have caught on to the stunt and shared their surprise at becoming “Twitter famous.”

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.