shomi joins forces with Twitter to launch a unique and creative marketing campaign built to engage entertainment lovers on the prominent social media platform. Some of shomi’s innovative integration will be seen for the first time ever in Canada. The objective of this one of a kind initiative is to build brand awareness, promote shomi’s exclusive, binge-worthy TV series and drive traffic to shomi.com.
shomi is the first brand in Canada to use configurator cards on Twitter, creating Twitter quiz cards that helps users decide what they should watch on shomi based on how they are feeling. The quiz leads the user through a selection of questions to help people decide what to binge first on shomi in a fun, interactive way. shomi will be using Promoted Tweets and Promoted Accounts, and a Promoted trend to support this initiative.
“shomi was the perfect partner to launch our configurator card with,” said Jamie Michaels, Head of Brand Strategy, Twitter Canada. “shomi is all about choice and in-the-moment decisions. Twitter is able to extend that to the second screen, by allowing users to curate their viewing in a unique and entertaining way.”
“Working with Twitter during our launch has not only enabled us to be innovators in this space in Canada, but the quiz card also aligns perfectly with the shomi brand,” said Rita Ferrari, Director, Brand and Product Marketing, shomi. “We’re all about making the search for something good to watch easy and entertaining. With so many bingeable hit TV shows available on shomi, the quiz card is a fun way to help our customers decide what to watch first.”
Additionally, shomi is the first brand in Canada to locally execute a Neilson Brand Effect Study with Twitter. The study, which is conducted via short on-platform surveys, compares the impact of different Tweet creatives, targeting groups and frequency levels, to give shomi the ability to understand how brand metrics differ between exposed users, engagers, and followers.
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