Influencing Culture: The Participation Playbook

ADWKDC 2019

Research and presentation by Alex Josephson, Head of Twitter Next

Participation is too important to be left to chance. 2019 ADWKDC keynoter Alex Josephson, Head of Twitter Next, presents an analysis of brand activations that rallied communities to influence culture from years’ past — from the iTunes charts to Wall Street stock prices.

Follow along with your own copy of Twitter’s The Participation Playbook (link to landing page to download), which questions traditional reach-and-frequency marketing “gospel,” and leaves marketers with six steps to unlock audience participation when launching something new or connecting their brand what’s happening in culture.