Lessons from a Tweeting Robot Gone Viral

Lessons from a Tweeting Robot Gone Viral

On Dec 2, 2015, Hugo the Tweeting Robot made his entrance into the world. The campaign blew up on Twitter – here's the story behind how & why he was made, the results of the campaign, and the principles behind it you can take away to use on your own!

Be47c213d584412f2dc86e47887a88a6?s=128

Jeff Archibald

March 12, 2016
Tweet

Transcript

  1. VIRAL @JEFF_ARCHIBALD LESSONS FROM A TWEETING ROBOT GONE

  2. None
  3. None
  4. “HOW ARE JEFF’S MUSCLES SO DARN LARGE #HUGOIMEDIA16”

  5. HUGO’S STORY

  6. THE IDEA & THE WHY

  7. None
  8. LAUNCH LEVER THE IDEA

  9. WIRED OFFICE THE IDEA

  10. PM DASHBOARD THE IDEA

  11. None
  12. None
  13. PICK SOMETHING MULTIPLE PEOPLE GET EXCITED ABOUT LESSON 1

  14. HOW WE DID IT.

  15. None
  16. None
  17. None
  18. None
  19. None
  20. None
  21. None
  22. None
  23. WORK QUICKLY & COLLABORATIVELY LESSON 2

  24. PRE–LAUNCH HOW WE DID IT

  25. None
  26. None
  27. LAUNCH ASSETS HOW WE DID IT

  28. YOU DON'T NEED TO BE STEVEN SPIELBERG LESSON 3

  29. THERE’S MORE LAUNCH PREP WORK THAN YOU THINK, & IT’S

    CRUCIAL LESSON 4
  30. LAUNCH DAY

  31. 1. SET UP LIVESTREAM 2. PUBLISH BLOG POST 3. SEND

    CAMPAIGN 4. HIT UP SOCIAL MEDIA 5. WAIT & SWEAT LAUNCH DAY
  32. LIVESTREAM WAS CRUCIAL LAUNCH DAY

  33. None
  34. None
  35. (READ AT BIT.LY/HUGOBOT)

  36. None
  37. HIT UP SOCIAL MEDIA LAUNCH DAY

  38. R/WEBDEV LAUNCH DAY

  39. SIMULTANEOUSLY DISTRIBUTE ACROSS AS MANY CHANNELS AS POSSIBLE LESSON 5

  40. THEN WHAT HAPPENED? LAUNCH DAY

  41. 0 400 800 1200 1600 9:00am 10:00am 2:00pm

  42. WHEN A CAMPAIGN TAKES OFF, IT’S ALL HANDS ON DECK

    LESSON 6
  43. TRENDING #1 OVERALL IN CANADA CAMPAIGN DATA

  44. 1600+ TWEETS OVER 4 HOUR CAMPAIGN CAMPAIGN DATA

  45. MAX TWEET RATE OF 3100 TWEETS PER HOUR CAMPAIGN DATA

  46. REACH 337,000+ IMPRESSIONS 334,000+ CAMPAIGN DATA

  47. 7000+ VIEWS ON LIVESTREAM CAMPAIGN DATA

  48. 500+ USER SESSIONS PER HOUR ON OUR WEBSITE CAMPAIGN DATA

  49. 4,000+ PAGE VIEWS ON WEBSITE OVER 4 HOURS CAMPAIGN DATA

  50. ONE $20,000+ PROJECT CAMPAIGN DATA

  51. BUT THEN…

  52. 4CHAN

  53. 9GAG

  54. PEOPLE WILL F*CK WITH YOUR CAMPAIGN LESSON 7

  55. None
  56. None
  57. THE RECIPE: WHY THE HUGO CAMPAIGN WORKED WHY IT WORKED

  58. INNOVATIVE COMBINATION: HARDWARE, INTERNET, SOCIAL MEDIA WHY IT WORKED

  59. WE PLANNED THE ROLLOUT THOROUGHLY WHY IT WORKED

  60. SOCIAL MEDIA AS A CONTROLLER WHY IT WORKED

  61. PEOPLE COULD SEE THE RESULTS OF THEIR ACTIONS WHY IT

    WORKED
  62. HUGO HAD (HAS?) A PERSONALITY WHY IT WORKED

  63. THE AUDIENCE WAS IN CONTROL WHY IT WORKED

  64. IT WAS JUST DAMN FUN WHY IT WORKED

  65. IMAGE CREDIT FLICKR USER REMOTELYBORIS

  66. IMAGE CREDIT FLICKR USER REMOTELYBORIS

  67. $500,000

  68. None
  69. GO FORTH, HAVE FUN, & MAKE SOME COOL STUFF. THE

    FINAL LESSON
  70. THANKS @JEFF_ARCHIBALD