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!

Transcript

1. VIRAL @JEFF_ARCHIBALD LESSONS FROM A TWEETING ROBOT GONE
4. “HOW ARE JEFF’S MUSCLES SO DARN LARGE #HUGOIMEDIA16”
5. HUGO’S STORY
6. THE IDEA & THE WHY
8. LAUNCH LEVER THE IDEA
9. WIRED OFFICE THE IDEA
10. PM DASHBOARD THE IDEA
13. PICK SOMETHING MULTIPLE PEOPLE GET EXCITED ABOUT LESSON 1
14. HOW WE DID IT.
23. WORK QUICKLY & COLLABORATIVELY LESSON 2
24. PRE–LAUNCH HOW WE DID IT
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
35. (READ AT BIT.LY/HUGOBOT)
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
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
69. GO FORTH, HAVE FUN, & MAKE SOME COOL STUFF. THE FINAL LESSON
70. THANKS @JEFF_ARCHIBALD