GENIUS GLUTEN FREE TOASTING THE CHAMPIONS

I was lead digital designer for Genius Gluten Free, when challenged to take Genius to the Commonwealth Games and to create conversations with athletics fans online. The creation was a carefully crafted system to tweet personalised messages to fans of the games with a simple twist. 

We "Toasted the Champions"…

…with customised messages scrapped from Twitter using #CommonWealthGames #Glasgow2014.

Using a custom API, users’ tweets were verified and approved for a custom response directly from Genius Gluten Free's Twitter account. We utilised a custom image mask to create each letter and layer onto a pre-created image of Genius bread, alongside the Twitter handle and profile image to personalise every tweet. The system could retweet messages from spectators in real time, which ensured Genius was at the centre of Twitter conversations about the games.

1700 re-tweets in 2 weeks

The campaign grew the Genius community by over 300%, with over 1700 re-tweets in 2 weeks. It built a strong fan base by grabbing a responsive opportunity to sneak into the games. This campaign called out celebrities, hijacked hashtags and gave fans a great way of saying something, with a little more love.