TORONTO – shomi is joining forces with Twitter on a unique marketing campaign built to engage “entertainment lovers” (and potential new subscribers) on the social media platform in an effort to build brand awareness of the new subscription streaming service.
The campaign uses configurator cards on Twitter, creating Twitter quiz cards that helps users decide what they should watch on shomi based on how they are feeling. The quiz leads the user through a selection of questions to help people decide what to binge first on shomi in a fun, interactive way. shomi will be using Promoted Tweets and Promoted Accounts, and a Promoted trend (#readysetshomi) to support this initiative.
Additionally, shomi is now the first brand in Canada to locally execute a Neilson Brand Effect Study with Twitter. The study, which is conducted via short on-platform surveys, compares the impact of different Tweet creatives, targeting groups and frequency levels, to give shomi the ability to understand how brand metrics differ between exposed users, engagers, and followers.
“Working with Twitter during our launch has not only enabled us to be innovators in this space in Canada, but the quiz card also aligns perfectly with the shomi brand,” said Rita Ferrari, shomi’s director, brand and product marketing, in the news release. “We’re all about making the search for something good to watch easy and entertaining.”
"shomi was the perfect partner to launch our configurator card with," added Twitter Canada’s head of brand strategy Jamie Michaels. "shomi is all about choice and in-the-moment decisions. Twitter is able to extend that to the second screen, by allowing users to curate their viewing in a unique and entertaining way."
