ASOS launched a series of live Twitter games with the aim of raising awareness of their products and brand.
ASOS recognised that amongst their target market of 20-somethings, gaming is huge: 60% play games on their mobiles. The Twitter games were hosted to appeal to that audience.
So far, ASOS have hosted eight games showcasing 350, products. An estimated 70,000 people have taken part, either watching the games streamed live or tweeting using a game-related hashtag to interact and win prizes in real time.
Each time the games ran, ASOS’s Twitter following increased by 133% and hourly sales attributable to Twitter jumped to 774%. There was also an increase in the target audience talking about specific products and product features on Twitter, increasing positive conversation around the brand.
