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  1. 2020

Latitude Digital Marketing

Emaar Twitter Live Stream NYE

Category:Best Video Campaign

Client:Emaar Properties

On New Year’s Eve 2016, Latitude Digital Marketing and Emaar Properties allowed the world to see how Dubai celebrates the occasion … better than anywhere else on earth.

Over 48 million people were reached. 3.7 million tuned in. And 250,000 were so inspired, they joined

the celebrations online. All of this was achieved through Twitter, with the first Global Live Stream of its kind in the Middle East.

Our implementation meant that if you searched for “NYE” on Twitter that night, you could see our Live Card and the fireworks lighting up Dubai’s world-famous skyline … no matter where you were.

Objective:

Let the world see how Dubai brings in the New Year

Strategy:

1. Phase One

Build up excitement for the NYE fireworks display surrounding Emaar’s developments in Downtown Dubai with Conversational Ads, Instant Unlocks, Retweet-for-a-Reminder, and Teaser Video.

2. Phase Two

Live stream the NYE fireworks display with a Live Card (inspired by the use of the format during NFL events in America).

3. Phase Three

Invite the world to relive the event with highlight videos, promoted via Twitter.

Results:

  • 48 million impressions
  • 3.7 million video views
  • 250,000 engagements
  • 8 minutes average viewing time
  • 46,000 mentions of the hashtag #MyDubaiNewYear