Sharing what I learned from microblogging at Swarovski's fashion event in Beijing.
Event live tweets are nothing new, but real-time tweeting that complements with live photos and video can be quite a challenging experience. Recently, I attended an event of the prestige crystal brand Swarovski in Beijing. It was a fashion show in addition to live music and circus arts performance while showcasing the brand's fall/winter collection. Our agency was lucky to be responsible for online broadcasting this glamorous event through both microblog (Weibo) and live video stream.
I summarised some basic tactics learned through this experience. Some of these tactics are applicable to both Twitter and Weibo, but some aren't. Nevertheless, I believe it would still be beneficial for you to either refresh your memory or be aware of for your next event.
The whole Swarovski Beijing event lasted only 45 minutes, but the pre-event planning and preparation effort was enormous. Nevertheless, the live weibo-ing of this event paid off for the brand in three key aspects:
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Rudi Leung is general manager, director of digital and social at Tribal DDB/ DDB Group Hong Kong and Guangzhou. He was formerly director of communication planning at AGENDA, an interactive agency network under the WPP/Wunderman group in Asia. He is also an exco member of Hong Kong Association of Interactive Marketing. Rudi previously held roles as VP of Carat Media Services, creative ambassador of Yahoo HK Media Services, and creative director of TBWA\Tequila\HK. In addition to his extensive experience as a creative director and copywriter in numerous leading 4As ad agencies including Ogilvy & Mather, Leo Burnett, and Bates, he has gained wide exposure in advertising for numerous MNC and local advertisers in the last 18 years. Besides advertising, Rudi is a part-time lecturer of HKU Space since 2007. In his leisure, Rudi is an active blogger and columnist of ClickZ, e-Zone, HK Economic Journal, and MetroPop Weekly. He holds an MBA from Hong Kong University of Science & Technology, Graduate Diploma in Business Administration from UC Berkeley Extension, and Bachelor of Arts in Music from Chinese University of Hong Kong.
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