From Twitter Next case study:

Tesco’s Christmas campaign had generated some discussion but had fallen behind Aldi and John Lewis in the festive hashtag race.

With the country suffering from a second year of financial hardship a lot of us were looking for a little help over Christmas. 41% of UK families say their financial wellbeing is worse than it was during the “pre-pandemic Christmas” of 2019.

But we’re also desperate for a bit of fun. And we love a wholesome game to keep us entertained over the festive period.

So Tesco & BBH created a simple Christmas game a bit like musical chairs… A live stream video played Queen’s classic Don’t Stop Me Now*.

When the music stopped players had to quickly Tweet #NothingsStoppingUs to get their hands on Xmas vouchers.

The game ran for 2 days and lasted 3 hours each time. This allowed people to find the game throughout the day and for others to keep trying their luck.

• 832k livestream viewers - enough to fill Wembley 9 times

• 19K+ hashtag uses

• #2 UK Trend for 2 days, kept off the top by Boris Johnson’s lockdown party