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How Teen Wolf “hacked” Twitter to create the perfect on-brand campaign in France

teenwolf304200In April, we spoke with Darewin (France’s premier social TV agency) Président and Creative Director Wale Gbadamosi Oyekanmi about the challenges of launching a campaign for AMC’s The Walking Dead in France two years after the show premiered in the United States. This month, MTV France partnered with Darewin to promote the season 3 premiere of Teen Wolf. The agency decided to take advantage of a Twitter glitch that allows for visual irregularities within tweets. Within the first 24 hours of @MTVFR’s “irregular” tweet, it was retweeted 4,600 times in France. The English version garnered 2,700 retweets.

 

“No brand has ever created a visual signature within a tweet,” says Gbadamosi-Oyekanmi.” “A claw mark leaps out of the standard format and strikes. It’s immediately recognizable. Teen Wolf was the perfect project for this.” Claw marks will also appear on the MTV France Facebook page, as well as in text and email promotions throughout the week.

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