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LOOP offices
15 Dec '15

Behind the scenes of one tweet

Catherine Shanley, Global Account Director

Hyper connected, super fast, social media addicted. Key traits of today’s target consumer for so many brands. The challenge? Going beyond planned posts of brand editorial content and giving audiences something they can relate to in the moment when it matters most to them. When it comes to social at LOOP, we know that a straightforward monthly content calendar is not enough and we strive to be agile and relevant when it comes to content. PUMA’s football social media accounts give us an ideal opportunity to make a mark with reactive content.

A perfect case. This tweet for PUMA and Arsenal.

Shortly before the Olympiakos vs Arsenal match, we had the chance to create content with some of Arsenal's heroes including Santi Cazorla and Olivier Giroud. So we shot the ideal, relevant content – just in case. The goal was to create on point, reactive content that could be used to celebrate future goals on Twitter. We want to give those social media addicted football fans a special treat from PUMA Football. Giroud hits a goal scoring streak? No problem, we’re all set. And Santi, don’t worry. We’re totally ready for your next glory moments too.

Who expected Arsenal to have a miracle victory to take them into the next round of the Champions League? We certainly didn’t. What’s even more shocking? Olivier Giroud scoring his first ever hat-trick for Arsenal to secure the vital 3 points and goal difference. Wow! A night to remember for Arsenal fans and a memorable night for us too. It seemed like the stars aligned to give us a perfect chance to join a real time conversation on Twitter and get Arsenal fans excited.

When the referee pointed to the penalty spot, our adrenaline went through the roof. We knew this was it. We went live within a few seconds of the ball sailing past the goalkeeper and hitting the back of the net. Through our timely, relevant, reactive content around Giroud’s hat-trick, we were able to join millions of Arsenal fans around the world in their celebration and collective sigh of relief. PUMA Football was central to the Arsenal Giroud party via social media and we loved every minute of it. We were part of that moment to remember.

A tweet can be much more than just 140 characters. When done right and activated in the perfect moment, they can be your most valuable tool. We’ve got serious football fever here at LOOP. Here’s to many more glorious goals and perfect pictures! Follow http://twitter.com/pumafootball and http://instagr.am/pumafootball to see how we engage fans with relevant content in real-time.

Catherine Shanley

LOOP's resident football expert. Social Media Manager. Counting down the days to the next World Cup. Proud to be representing the USA in our Salzburg office.