Twitter has unveiled a regional-first campaign in Dubai with #ElevatorTweets where visitors taking the elevators at the Dubai Properties Group building in Media City could see curated, real-time conversations of various matters related to Saudi Arabia, displayed on a large LED screen and fitted on one wall of the lift. Interestingly, the tweets were tailored based on the floors to which people were going and relevant to the businesses located on each floor.
The ‘activated’ lift utilises state-of-the-art technology to create an interactive experience of rich media and video, which appears on the lifts' walls. Whenever one goes into the elevator, pressure pad sensors placed on the lift buttons trigger signals to temporarily-coated walls of screen mirrors, initiating the tweets wall. Every office floor opens the doors to a map of what’s happening in Saudi Arabia relevant to the business of the organisation. For example, through a specific hashtag, employees of an automotive company will be shown everything they need to know about the industry and competition in Saudi Arabia, while an agency representing a travel operator will find the latest news about the industry in the market and so on.
Speaking about the initiative, Carla El Maalouli, Head of Business Marketing, MENA, Twitter said: “Twitter’s strength is conversation, and our most valuable asset is our audiences. Our audiences actively listen and openly connect, they are not on the platform to passively scroll through, they are there to passionately engage. Through the innovation of #ElevatorTweets, we are connecting businesses with their most valuable audiences when they’re most receptive. The activation demonstrates the power of Twitter through the push of a button, focusing on the people at the heart of conversations.”
Twitter will move the wall to other lifts weekly as part of the campaign.