Diet Coke creatively reimagines positive tweets

All you need is love. Or rather, retweets of love.

For engaged fans, it can be a huge compliment to be retweeted by a beloved brand or celebrity. It’s public recognition that your view matters and that the sentiment is welcomed.

A retweet can be a chance for a humble tweet to be seen and enjoyed by a potential audience of millions – however, these days, it’s a pretty regular occurrence. 

Not to be deterred by this, Diet Coke has taken the simple retweet to a whole new level with its new ‘ReTweets of Love’ campaign, rewarding fans of the soft drink that have shared positive expressions about the brand in big and inventive fashion. The soft drink brand is now publicly and creatively recreating fans’ tweets, recently kicking things off in style in Manhattan’s Times Square.
 

Carefully selected ‘tweets of love’ have been artfully displayed on a billboard in the central New York City landmark, and this looks set to be just the tip of the iceberg. The brand has announced plans for a range of artists to design further tweets over the months ahead, transforming sentiments into an array of creative offerings that will even include custom jewellery.

It’s a very effective way of giving consumers a reason to act as ambassadors for the brand, rewarding a select few in memorable fashion. Building brand love through magical experiences is key to creating fans. Diet Coke’s latest campaign is a highly effective example of a firm recognising the importance of having followers that are happy to sing your praises.

It’s always good to see brands that appreciate the love. Earlier this year, McDonald’s actually allowed random customers in its restaurants to pay with love instead of money – proof that showing your softer side can be a great way of building brand experiences. 

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