Initiative:

News-jack for business communications provider ntl:Telewest Business to target Twitter’s third birthday and an announcement by analyst house, Gartner

Approach:

• Carried out research in advance to find out how many large technology companies in the UK and the US have embraced Twitter for business communications
• Used Twitter to pre-pitch the results of the study to a few key journalists
• Pitched the story the following day to journalists and bloggers, and tweeted about the research with a link to the press release just three times
• Followed up with journalists who hadn’t covered the story the next day to flag a press release released by Gartner that morning highlight 4 ways that enterprises can use Twitter

Results:

• More than 150 clicks on the link to the press release, and three retweets
• More than 35 pieces of coverage, including two pieces in the national press
• Dozens of tweets commenting on the research, and linking to articles about it

Coverage:

Twitter’s potential overlooked by UK technology companies, says report, The Daily Telegraph
4 out of 5 UK tech companies aren’t using Twitter. So what’s the excuse?, Econsultancy
UK’s leading tech firms fail to grasp Twitter potential, Brand Republic
Enterprises turning to Twitter, says Gartner, IT Pro
Top UK firms slow on Twitter take-up, VNU Net