Simon Moriarty
Simon is the EMEA Director of Trends, responsible for content, client servicing and commercial support across the region.

A new Orange campaign gives people the chance to have their plans for the summer transformed into a movie blockbuster voiceover – using Twitter. Anyone who tags their plans to the #thissummer hashtag is in with the chance of Orange’s ‘voiceover guy’ (Mitch Benn) recording those plans in a bombastic movie trailer voice…and, well, it’s a lot more fun than I’ve made it sound!

And I was one of the tweets that has made it to the big-time (have a look at the Orange site here) with my Tweet popping up on the homepage with a Hollywood makeover. A few things struck me about the campaign: it’s a clever and funny way to get people talking about a brand (and feeling engaged with that brand); it uses Twitter to collect content quickly and easily, tapping into the community (and building up followers); and it shows the importance of playfulness in media campaigns. And, to add to the positive experience, when Orange spelled my name wrong (giving it an Italian twist: ‘Moriarti’) and I mentioned that on Twitter (while also retweeting my blockbuster voiceover – keep up!), it was corrected in a matter of seconds…

Which all goes to show that we at Mintel – @mintelnews and individual Mintel users of Twitter – are moving in the right direction, pushing content through the microblogging site and building up relationships with other users. It’s a new way to speak to people, and a good way to react quickly to problems or praise – and rather than replacing a phone call or a face-to-face conversation, we can use social media alongside all our other methods of communication.