Using tech to inspire creativity
Often the problem with technology is that we get so drawn in by the software, gadget or platform itself that we risk overlooking creative ideas that use great tech in new and surprising ways.A great example of this creativity was evident today as Greater Manchester Police used Twitter in a surprising and totally unpredictable way. They didn't follow any social media best practices, they didn't engage, they didn't monitor mentions. They used Twitter to share every single 999 call the police force received. .bbpBox27364522757 {background:url(http://a3.twimg.com/profile_background_images/161118443/24hour.png) #C0DEED;padding:20px;} p.bbpTweet{background:#fff;padding:10px 12px 10px 12px;margin:0;min-height:48px;color:#000;font-size:18px !important;line-height:22px;-moz-border-radius:5px;-webkit-border-radius:5px} p.bbpTweet span.metadata{display:block;width:100%;clear:both;margin-top:8px;padding-top:12px;height:40px;border-top:1px solid #fff;border-top:1px solid #e6e6e6} p.bbpTweet span.metadata span.author{line-height:19px} p.bbpTweet span.metadata span.author img{float:left;margin:0 7px 0 0px;width:38px;height:38px} p.bbpTweet a:hover{text-decoration:underline}p.bbpTweet span.timestamp{font-size:12px;display:block}
call 2036 hedge set on fire in Trafford #gmp24
But this wasn't just a gimmick, there was a serious message behind it. The reason for the Twitter account was to publicise the importance of local police forces and the wide variety of cases they are asked to investigate and deal with on a daily basis. It was a challenge to the government ahead of what will be potentially catastrophic public spending cuts next week.From a purely PR standpoint, the stunt has worked wonders. On Twitter, around 12,000 people were following the account at its height, but the amount of traditional media coverage from across the world is outstanding and includes coverage on all the main news channels too.So while there is always a place for best practice marketing and PR theory, sometimes it's the ideas that really push the boundaries and 'think outside the box' that can achieve the best results.