Wednesday, August 11, 2010

Twisit Jordan: User Generated Video case study

Rania Al Abdullah, the Queen of Jordan, who seems to be an avid user of social media all round, launched a clever social media campaign called Twisit Jordan a couple weeks ago where User Generated Video played a key role. The campaign was promoted across all her social media profiles including Twitter, Facebook and YouTube.

The concept was simple. Videos were invited from her international audience highlighting why they'd like to visit Jordan. On the other hand her fellow Jordanians were prompted to post a video showing what they loved most about their country. Competitors were instructed to post a video on Twitter's video application, the YouTube style TwitVid marked with @queenrania and hashtag #TwisitJordan.

As often tends to be the case where User Generated Video is used effectively, this too was a competition held in a limited time frame. The best international entry would win a trip to Jordan while the best Jordanian entry would win a trip to the country where the awarded 'why I want to visit Jordan' video came from. 'Cross-cultural dialogue with air miles' went the slogan. Very clever country branding indeed.

Why this stuff is effective? Just look at the figures. The top 10 videos have over 56,000 views as we speak while Queen Rania's promotional campaign video has amassed over 121,000 views so far. When you add to that all other exposure to the campaign on various channels and the ongoing conversations around it (see e.g. the tweets with the clever hashtag #TwisitJordan), the buzz generated has been undoubtedly worth the effort.

With a cool 1,317,168 followers on Twitter, 300,540 fans on her Facebook page and 28,312 subscribers to her YouTube channel, Queen Rania is certainly in a position where she can leverage her social media following in many creative ways.

Here's what I'm hoping will be the winning entry from a couple who were pitching to 'Twisit' Jordan. Congratulations to Stephanie and Pete (who are, by the way, members of CISV International, an NGO I was involved with rebranding) for the great effort. I certainly wouldn't mind to be hosted by the high-tech Queen!

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