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Twitter Crowns Xbox as the Winner of its First-Ever ‘Brand Bracket’ Competition



Tying into the March Madness college basketball tournament, this month, Twitter has been running its first-ver ‘Brand Bracket’ competition, in order to determine the best-tweeting brand on the platform.

Twitter Brand Bracket

The competition pitted brand profiles head-to-head, and called on Twitter users to vote for the winners of each match-up, based on their tweeting prowess.

At the end of this, Twitter would then determine an ultimate champion – which, after 15 head-to-head battles, has now been revealed:

Twitter Brand Bracket

Yes, Microsoft’s gaming arm Xbox has come out on top, with users recognizing its Twitter skills by marking it as the best of brand tweeters, after defeating Skittles in the final face-off.

As per Twitter:

“The matchups were heated. But hundreds of thousands of votes later, one brand left it all on the timeline FTW!”

Twitter says that the promotion saw significant support among the participating brands, with some even offering products tied into the event.


But in the end, it was Xbox that came out on top. The company’s Twitter handle boasts 15.9 million followers, and tweets more than 33 times per day, incorporating replies. In fact, replies is likely what wins it for Xbox, with its social media team highly active in responding to mentions on the platform.

But then again, maybe it was just the promise of an Xbox Series X mini-fridge.

What does that mean in the broader scheme of things, and from a social media marketing perspective more broadly?

Well, probably not a lot, really.

For Xbox, it gets the kudos of being ‘the best tweeting brand’, which it can use in promotional pitches, while Twitter will also be running digital billboards announcing the victory, which will feature fan Tweets, and will visit the neighborhoods of the winning brand’s marketing team. Xbox will also get a special trophy to mark the win.

In terms of brand lessons, the key for Xbox, as noted, is likely its responsiveness, and willingness to engage with its fan community. Xbox’s social team is very attuned to the latest gaming trends and memes, and being able to mobilize that fan base in a fan-voted competition was, no doubt, a big advantage.

There’s no magic formula or secret tip in Xbox’s success in this respect, but having the capacity to engage and stay connected to your fans can clearly pay dividends, at least in terms of brand and community building on the platform.

Also, offering themed fridges helps.


You can check out the full history of the brand bracket on the Twitter Marketing account



UK teen died after ‘negative effects of online content’: coroner



Molly Russell was exposed to online material 'that may have influenced her in a negative way'

Molly Russell was exposed to online material ‘that may have influenced her in a negative way’ – Copyright POOL/AFP/File Philip FONG

A 14-year-old British girl died from an act of self harm while suffering from the “negative effects of online content”, a coroner said Friday in a case that shone a spotlight on social media companies.

Molly Russell was “exposed to material that may have influenced her in a negative way and, in addition, what had started as a depression had become a more serious depressive illness,” Andrew Walker ruled at North London Coroner’s Court.

The teenager “died from an act of self-harm while suffering depression”, he said, but added it would not be “safe” to conclude it was suicide.

Some of the content she viewed was “particularly graphic” and “normalised her condition,” said Walker.

Russell, from Harrow in northwest London, died in November 2017, leading her family to set up a campaign highlighting the dangers of social media.

“There are too many others similarly affected right now,” her father Ian Russell said after the ruling.


“At this point, I just want to say however dark it seems, there is always hope.

“I hope that this will be an important step in bringing about much needed change,” he added.

The week-long hearing became heated when the family’s lawyer, Oliver Sanders, took an Instagram executive to task.

A visibly angry Sanders asked Elizabeth Lagone, the head of health and wellbeing at Meta, Instagram’s parent company, why the platform allowed children to use it when it was “allowing people to put potentially harmful content on it”.

“You are not a parent, you are just a business in America. You have no right to do that. The children who are opening these accounts don’t have the capacity to consent to this,” he said.

Lagone apologised after being shown footage, viewed by Russell, that “violated our policies”.

Of the 16,300 posts Russell saved, shared or liked on Instagram in the six-month period before her death, 2,100 related to depression, self-harm or suicide, the inquest heard.

Children’s charity NSPCC said the ruling “must be a turning point”.


“Tech companies must be held accountable when they don’t make children’s safety a priority,” tweeted the charity.

“This must be a turning point,” it added, stressing that any delay to a government bill dealing with online safety “would be inconceivable to parents”.

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