Ad Tech



Award-winning newsjacking: How we made the Avocard

25 Sep 2019
Content & Social Strategies Theatre
Social, Creativity & Influence
Four hours, £7,360 and some avocados. That’s all we needed to create one of our most successful integrated campaigns ever at Virgin Trains. We notched up a cool 30,000 positive engagements on social and 185 pieces of earned media coverage. It all started on 13 March, when National Rail launched its 26-30 railcard. Huge demand meant the site crashed, the cards sold out, and thousands of millennials complained online. Time for some newsjacking! Within hours, we’d launched our own temporary railcard. The best bit? It was an actual avocado; a cheeky nod to millennials’ supposed obsession. Join us to learn how we went from Twitter trend to award-winning marketing stunt, with plenty of actionable tips on how to do reactive on social.
Emma Martell, Head of Social Content - Virgin Trains

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