Twitter-Powered Billboard to Promote New Clothing Collection

If you want people to get hold of your product, make it easy for them to get hold of your product. It’s an advertising golden rule, the best way is the simplest way. Ditch everything that makes it complicated and just hand it over.

Allen Solly Twitter Powered Billboard

Allen Solly, a clothing brand for men in India, became the epitome of everything simple when they allowed their customers to get free shirts just by tweeting.

The mechanics is simple. Allen Solly covered a billboard with folded shirts. For every time a person tweets a certain word or code, a shirt gets pushed several centimeters. Whoever manages to knock the shirt out of the billboard, gets the shirt.

The Event

The brilliant part is that Allen Solly turned it into a mini-event. Instead of faceless twitter accounts knocking off the shirts and claiming it afterwards, they gathered people around the billboard and staged a tweet marathon.

The gathering garnered attention and got even more people to gather around and tweet about the supposed ambush event.

As the shirts go down, the new billboard of Allen Solly is revealed.

Free Media

Aside from the company coverage, no big media agencies or publishers were invited but the number of people who took photos and videos of the event and posted it on their own social media sites ensured that they get the more than enough attention.

Considering that all they spent was the free shirts and the talent fee of the host that served as the barker that encouraged people to participate, it’s one successful marketing stunt.


Giving free items through Facebook and Twitter works IF it is done the right way. There are many companies who insist to give away free stuff only after customers buy their product. It’s doesn’t make sense. Why give free products to existing customers.

If you want you get new customers, give it away for free. The whole point is to get them to try your product. Just make sure you are innovative in the way you give away samples. Allen Solly got it right.


Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.


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