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With Nike’s sub-2 hour marathon attempt being a ‘closed live event’, there was a real emphasis on staying current with Breaking2 news, and watching the event unfold live, through digital channels. So, one of the best (and only) ways interested users could keep up with Breaking2 was through the Twitter platform. IC Group’s auto response Bot solution, QWVR, was used to deliver both automated reminders and live updates to Twitter audiences across the globe.


To opt into the campaign, Twitter users, regardless of location, simply had to Tweet, Retweet, or Like the published Breaking2 call-to-action Tweet to subscribe for automatic updates, reducing the need for social managers to keep Twitter users manually up-to-date.