Need an interactive 'lift'? Enter #ElevatorTweets

Dubai - First-of-its-kind initiative launched at Dubai Media City.

Twitter on Sunday unveiled its new innovative campaign, #ElevatorTweets at Dubai Media City, seeing the microblogging site turn a daily work journey into an enriching and educative experience, with curated, real-time conversations of what's happening in a key market for UAE businesses - Saudi Arabia.
The region-first 'activated' elevator utilises state-of-the-art technology to create an interactive experience of rich media and video, which will appear on the walls of the elevator.
And here's how it works: upon entering the elevator, pressure pad sensors placed on the elevator buttons trigger signals to temporarily-coated walls of screen mirrors, initiating the Tweets wall.
Every office floor opens the doors to a map of what's happening in Saudi Arabia relevant to the business of the organisation.
For example, through a specific hashtag, employees of, say, an automotive company will be shown everything they need to know about the industry and competition in Saudi Arabia, while an agency representing a travel operator will find the latest news about the industry in the market and so on.
Carla El Maalouli, head of business marketing for the Mena at Twitter, said: "Through the innovation of #ElevatorTweets, we are connecting businesses with their most valuable audiences when they're most receptive. The activation demonstrates the power of Twitter through the push of a button, focusing on the people at the heart of conversations."
On the heels of the launch, with another region-first, Twitter shared the results of its research study in Saudi Arabia, conducted by UK-based neuro-marketing company Neuro-Insight. The first-of-its-kind study looked at the consumption of content on the different, leading social media platforms, unlocking unique insights into the variations of Saudi users' receptivity to content in different mobile environments.
Neuro-Insight outfitted users with specially designed visors and headsets, complete with sensors. This state-of-the-art kit then measured the tiny electrical pulses in the brain as people used Twitter and other social media platforms.
The findings revealed that Twitter is the only platform where ads are associated with approach as opposed to withdrawal - an audience that is not 'interrupted' by ads while consuming content on the platform; consequently do not react negatively to ads.
- alvin@khaleejtimes.com