Honor #LightCatcher Launch

Background

Honor, Huawei’s premium mobile phone brand, wanted to drive engagement and excitement in the lead up to the launch of a new handset at the #LightCatcher event in Berlin. Using the Direct Message platform, Twitter users could explore the current handset range, share their excitement and subscribe for a reminder to tune in to the launch livestream.

Solution

The experience was promoted through a Direct Message card as well as being available to anyone who started a DM conversation with @HonorGlobal. Rich media elements were embedded within the conversation, showcasing the existing handset range with videos and images. 

Using Twitter’s Call To Action Button functionality, fans were encouraged to share a video promoting the event, which would also opt them in for a reminder tweet, letting them know when the launch livestream began. 
 

 
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The experience also provided maps of the venue, the schedule of events and contact details for media inquiries.

Outcome

The average Twitter user spent 2 mins 37 secs in the experience, and @HonorGlobal reached a further 65,8k potential fans through users sharing the promotional tweet and receiving a reminder.