To celebrate Friend's Day on August 1, a holiday that's widely recognized in South America, Argentine agency +Castro, along with a class of its students at local ad school Escuela Superior de Creativos Publicitarios decided to break up Twitter. The agency and students came up with a platform that allowed a pair of friends to share the 140 characters of a tweet, for local fashion accessory retailer Todomoda. One friend would start the message, while the other would complete it. And only until both made their contributions would the Tweet appear on their feeds.
Part of the "Share a Tweet" campaign also included games that would challenge friends' knowledge of each other and reward them with discounts to Todomoda.
According to +Castro creative planner Esteban Minoyetti, who taught the course, the campaign was the result of applying students' great thinking--which often ends up nowhere in a classroom setting--to solving real client problems. The students ultimately received store discounts from the clients and real compensation from the agency.