Twitter revealed its 2019 list of best brand tweets, with this year’s edition focused on the best creative launches.
The social network teamed up with management consulting firm Bain & Company on a survey of 650 marketing executives earlier this year, finding that launch leaders—the top 15% of respondents who reported financially successful launches—were 2.3 times more likely to unveil their products or services on Twitter.
“The predominant theme we saw in most successful campaigns was some type of launch initiative,” said Alex Josephson, global head of Twitter Next. “The primary reason why brands are coming to Twitter and the instances where they’re most successful is when they’re launching something new. Different platforms are used for different reasons.”
Here are 2019’s best brand uses of Twitter in creative launches:
Best Brand Launch: Disney+
Josephson said his team at Twitter Next looked for brands and agencies that started conversations, and Disney did so with a 600-plus tweet thread in October touting all of the content available via the Disney+ streaming service, which debuted in November.
Best Product Launch: Popsicle
Who says big companies don’t listen to their customers? Popsicle sent a tweet on July 16 saying that it would bring back its Double Pops if it reached 100,000 retweets in seven days—the tactic worked like a charm.
Josephson noted that the campaign resulted in 1,000 times more mentions of Double Pops in July compared with June, and sentiment was 99.9% positive, with 140 media placements resulting from the initiative.
Best Use of Livestreaming: 2K Games
When 2K Games releases a new sports title, Josephson said the conversation about player ratings heats up Twitter, outpacing Facebook, Instagram and Snapchat combined.
Josephson said the livestream trended No. 1 in the U.S. and No. 2 globally, beating out the premiere of the new season of The Bachelorette.
Best Pre-launch Tease: Epic Games
Completely disappearing from the grid may not seem like an optimal way to promote a new release, but it worked for Epic Games when it rolled out Fortnite Chapter 2 in October.
The developer intentionally crashed its best-known title Oct. 13 and, on Twitter, it hid all of the @FortniteGame account’s 12,000 or so tweets and livestreamed a black hole—for 48 hours.
Josephson said the 48-hour livestream of nothing tallied 12.8 million unique viewers, with a total of 58 million minutes “watched.”
Best Digital-to-Physical Activation: DiGiorno
When the idea of going against the most iconic slogan in frozen foods—“It’s not delivery. It’s DiGiorno.”—was first brought up, people were “confused and upset,” Josephson said.
However, in a nice turnaround story, after this National Pizza Month tweet, DiGiorno ended up delivering 1,100 pizzas in five cities, receiving extensive media coverage and conversation that ended up being 78% positive.
Best Way to Fuel Fans: HBO, Game of Thrones
Josephson called it a “public way to unlock character-based content leading up to the show premiere.”
Best Purpose-Driven Launch: Subaru
Subaru let the dogs out on Twitter in October with this Oct. 8 tweet building up National #MakeADogsDay on Oct. 22.
Josephson pointed out that two-thirds of people on Twitter own pets, and 78% of those pet owners have tweeted pictures of their furry friends.
He called Subaru’s campaign an interesting use of creators, in partnership with the team at Twitter ArtHouse.