“Twisit Jordan” Courtesy of Queen Rania — Learn Social Media By Example

Social Media Campaign Stat Box

: Cause Rallying

: http://www.twitvid.com/QueenRania, http://twitter.com/queenrania

: Twitter, Youtube

: Tourists & Jordanians

: Emotional, prize

: July, 2010

: Ongoing

Tweet + Visit = Twisit… Simple and fun isn’t it? Read more to find out what this is all about!

Idea & Objectives:

Her Majesty Queen Rania Al Abdullah kicked off “Twisit Jordan” on Twitvid around 2 weeks ago.

“Twisit Jordan” is a two fold campaign. Queen Rania has called out for people around the world to submit videos stating what they would like to experience in Jordan, while on the other end she called on Jordanians to submit videos that show how special Jordan is.

Twisit Jordan

Ultimately, a Tourist Swap will happen where two foreigners get to enjoy a tour around Jordan for a week and two Jordanians get to enjoy a tour around the country of the winners.

This project is a continuation of her majesty’s work in cross cultural dialogue, her YouTube project and her book “The Sandwich Swap“. It also builds on Queen Rania’s continuous efforts to promote Jordan around the globe.

Twisit is about fostering greater dialogue and understanding between people of different cultures. It’s not a passive vacation; it’s an active learning experience. It’s about challenging yourself to visit somewhere new; it’s exploring; it’s listening and thinking; it’s swapping stories and experiences; and it’s about discovering something new about yourself and others.” ~ Queen Rania Al Abdullah

Buzz Generated:

At this moment, there are more than 55,000 views on Queen Rania’s video on Twitvid. In addition to that, there are more than 8,000 views of the campaign’s video on Youtube along with an active comment stream below it.

Moreover, there has been around 80 uploads of videos as responses to this campaign from Jordan as well as different parts of the world! The views on each of those videos ranges from 1,500 to as little as 2 views depending on when each was posted and how popular it became.

Some Video Uploads on the Campaign's Main Site

Queen Rania is also using her Twitter account, which currently has 1,310,000 followers and is listed in 9,400+ lists, to promote Twisit Jordan as well. Also, through a quick Twitter Search, you will find a very active conversation with the hashtag #TwisitJordan taking place at this minute!

Conversations on Queen Rania's Twitter Account

Opinion & Lessons Learned:

In two words, no more, I can say that this campaign is: Brilliantly brilliant! Not only does it reflect a beautiful image of Jordan, it also very smoothly reflects a positive image of Jordan’s culture and people! Furthermore, the two folds idea simply makes it worthwhile for both Jordanians and tourists to participate!

So what can we learn from this innovative and unique campaign?

  • Understand your target audience: Queen Rania spoke both Arabic and English in order to attract both Jordanians and tourists and she is also conversating with them during the campaign in order to make sure they fully understand the requirements and are able to join.
  • Expand your campaign’s horizons: Creating a two fold campaign is a big plus, as it is bound to attract a larger number of target audience and also promote Jordan’s image simultaneously!
  • Never underestimate the power of visuals: This campaign could have been executed without any videos to introduce it but Queen Rania chose to have a video featuring her in order to make the experience more real and personal.

Finally, and to wrap up, What do you think of this campaign? Did you hear about it? Would you participate in it?

Looking forward to your feedback and insights down below :)

: 3/5
: 4/5
: 4/5
: No
: 5/5

Comments and Reactions

  • http://blog.thoughtpick.com Amer Kawar

    I really like the concept and idea, but why only 80 responses and barely 100,000 total video views on #TwisitJordan?

  • http://blog.thoughtpick.com/ Beiruta

    I think the main reason is that not many Jordanians are yet well acquainted with social media! I also think it's still early since the campaign is 2 weeks old and there is not much coverage on an international level.

  • http://blog.thoughtpick.com M.Bamieh

    It is nice to see a royalty expressing interest and starting social media campaigns.

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