November 16, 2015
In love, actions speak louder than words. And for brands, actions certainly speak louder than retweets. If a fan’s going out of their way to publicly praise your product on social media, shouldn’t the “thank you” be more that just hitting a button? Diet Coke thinks so.
Over the past five months, we’ve been working with Diet Coke on its “Retweets of Love” campaign to thank Diet Coke fans with public displays of affection that go well beyond the standard brand retweet. The Twitter-led campaign has returned the love by surprising dozens of fans with their tweets reimagined in clever ways in unexpected places – from the pages of their favorite magazine to their doorstep.
We’ve spent countless hours searching for the most unique and loving tweets about Diet Coke — said hours are really just spent sifting through all the options, because Diet Coke fans are some of the most passionate fans out there — and then the really fun part is dreaming up how that tweet could come to life.
The concept — concocted by our friends over at Droga5 — is the tweet copy is used verbatim, but placed in/on a unique item tailored to the interests of that particular fan. Our team at Fast Horse has created a phone case for a selfie-snapping model, a notebook for a best-selling author, a laptop case for an on-the-go journalist, a pillow for a new homeowner, and the list goes on and on.
But we’re not just slapping copy on a premium and calling it a day. We have been working with acclaimed designers and illustrators to transform each Diet Coke tweet into an amazingly detailed piece of bespoke artwork. It’s a labor-intensive process, but the outcomes have been spectacular, and the brand’s fans seem to agree. (See sample tweet to the right.) You can check out some of my favorite items we’ve created below, and stay tuned as the campaign will continue into December in a big way.