Tweet to win

For Twitter users in the UK and US, every tweet using the hashtags #NARSChristopherKaneUS and #NARSChristopherKaneUK caused a tiny chisel to strike specially created orbs. The tweeters who sent the final blow to break the orbs were sent products from NARS’ latest collection. While the orbs may have looked digital, they were in fact a physical installation by design agency Guild, which specialises in creating phygital attractions that spark digital engagement. ‘All the colours we used for [the orb display] were out of the NARS collection – that’s where you have the subtle moments of bringing the brand to life. People were tweeting that they couldn’t look away [from the live stream],’ Sam Ewen, a partner at Guild, told Digiday.

The Big Picture: Tweeting about products to create topical content has become a popular social currency that uses Gamification tactics for short-term promotions. For more, read our Twitter Currency microtrend report.