DIRECT MARKETING NEWS: DirectionGroup gets loved up with TweetHeart campaign

Creative marketing agency, DirectionGroup has jumped on cupid’s bow and created a valentine themed direct mail campaign.

‘TweetHeart’ boxes, containing loveheart sweets, have been sent to clients and associates with a note asking recipients to tweet about what they love using the hash tag #dg_love. Colleagues are encouraged to share the sweets, also wrapped in instructions including the hash tag, among their office and tweets are collated on a microsite set up by the agency.

Debbie Bough, client services director at DirectionGroup, said, “We wanted to do something fun that would generate conversations and a buzz in the recipients’ offices and via Twitter. There is no better way to engage than sending out a box of everyone’s favourite sweetheart sweets.”

The brand awareness campaign will run throughout February.