For the launch of AOC India‘s new range of tablets in the Indian market, the brand was looking for an original and innovative way to introduce the products via social. AOC chose Twitter as the platform to announce the launch, to give the launch pad to the Twitter audience itself and coin it as #Tweet2launch.
A microsite was thus created featuring a pre decided launch date. Users had to tweet with the hashtag #Tweet2launch and every hashtag would bring the counter down by a certain number, in real time.
In a nutshell, users were the ones to chose the launch date of the new products through the campaign!