As part of Robbie Williams’ social media strategy to promote his best of album, ‘In and Out of Consciousness’. Paris Panda delivered several campaigns to celebrate his twenty year pop career, including an inventive ‘Tweet The Lyrics’ Twitter app, a Facebook, ‘Photo-tagging app’ and a Facebook, ‘Like to Watch’ video tab.
The cutting edge ‘Tweet The Lyrics’ app used Twitter’s API, enabling the fan to sign in to the App with their Twitter account and race to tweet a line of lyrics to win song badges for their profile pictures. Each day a new song from the album is available. The App publishes their chosen lyrics to their Twitter feed along with a trackable RW20 hashtag and album buy link.
The App saw a continuous growth in #rw20 tweets with 18,000 users participating during the campaign which ran daily for 8 weeks. The photo-tagging app fully subscribed each day, peaking at 9,000 monthly active users and the Video tab saw 11,000 monthly unique visitors at the highest point. Robbie’s album reached the number 1 spot in the UK album charts.