CampaignWalt Disney StudiosCaptain America: Civil War

437K +

auto-Replies In The First 2 Weeks

80K

new Twitter Followers

5.3M

video Views

Challenge

Expand awareness of Captain America: Civil War beyond the core fans of Disney and Marvel Studios through a social conversation using 
the campaign’s theme: “Choose Your Team.”

SOLUTION

Using Twitter’s Conversational Ads, we asked fans to choose between Iron Man and Captain America. Once fans tweeted the hashtag #TeamCap or #TeamIronMan they were delivered real-time, personalized cast videos using Twitter’s Auto-Reply capability. The cast recorded specific responses addressed to the 1,000 most popular names on Twitter. For less common names, we created graphic overlays for talent videos.

IMPACT

We produced the activation in only two weeks. At launch, we saw an opt-in rate of 83 users per second and scaled to over 437,000 auto-replies in the first 2 weeks.