Creativity

Stockholms Stadsmission: First Paywall on Twitter

Not all tweets are free.

Published on Dec 20, 2011

Editor's Pick

Swedish homeless charity Stockholms Stadsmission has found a way to monetize Twitter and draw attention to the plight of homeless people at Christmas, who have no access to social media. Working with agency Deportivo, it created a 'paywall' for Twitter, persuading famous actors, writers and journalists to tweet on the Twitter account @betalvaggen, with their tweets protected unless you pay. To gain access to the tweets you send a text to a phone number to pay 25 SEK (about $4), with all money going to the charity.

The paywall kicked off on 14th December for a week and has garnered plenty of media attention, including nearly 3000 tweets that have mentioned it.

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About

Credits

Date
Dec 20, 2011
Agency:
Deportivo
Client:
Stockholms Stadsmission

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