Brands continue to leverage mommy bloggers and social media influencers to spread the word about products, services and events. The latest example was last Friday when Hasbro’s My Little Pony, the beloved 1980s cartoon, sponsored a Twitter party hosted by lead blogger at Mom Spark, Amy Bellgardt, who is @MomSpark on Twitter. The above image is a sampling of a few tweets during yesterday’s My Little Pony (MLP) Twitter party, which used the hashtag #MLPWedding.
Twitter parties are very popular among moms, and given that moms are the main shoppers in many households, one can see how this is a desirable consumer group for brands to court. For sponsored Twitter parties, most have some sort of giveaway tied to them as an incentive to participate. In the case of last Friday’s My Little Pony Twitter Party, Hasbro gave away, via its host @MomSpark, MLP toys.
The purpose behind it was to not only promote and discuss MLP, but also to promote an encore presentation of the special two-part royal wedding episode of “My Little Pony Friendship is Magic,” which was shown today, Saturday, September 8 at 10:00 AM EDT on the Hub TV network.
Twitter parties are effective in that they bring together a group of consumers who are already passionate about a particular product or topic, provide an opportunity for brands to share product information and features in an authentic manner through the hosts, brand ambassadors and fans, and they offer brands an opportunity to reach new consumers.
Since Twitter parties are held at a specific date and time that’s pre-publicized and usually last for an hour or two, it lends itself to the opportunity to have the Twitter parties’ hashtags trend locally, nationally or worldwide. In the case of Friday’s MLP Twitter party, the #MLPWedding hashtag successfully trended nationally, according to Bellgardt’s tweet, “Thank you for attending our My Little Pony Twitter party today - we trended in the USA! #MLPWedding http://fb.me/27CNdOzIF.”
Before Twitter parties hit the Twittersphere, there were Twitter chats aka “Tweetchats” or “Twitchats,” which still exist today and there are many weekly Tweet chats for all kinds of topics and interests. Twitter parties are an extension of Tweet chats, which are similar in format, but usually Tweet chats are topic based and not brand/product focused and they usually don’t do product giveaways like Twitter parties do.
One doesn’t have to look far to see that Twitter parties are quite successful. In a post by Clickz, it states that “MomSpark has hosted around 100 Twitter Parties over a little more than two years.” Now that’s a lot of Twitter parties!