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We’ve all been there – we turn up to catch our early morning bus ride only to find that it’s been delayed and we’re left shivering in the cold. Well, commuters’ prayers were answered by British Gas this week when the energy giant launched its #TweetToHeat pop-up bus shelter in Manchester.

The social media-driven stunt, which set up camp at Manchester Piccadilly train station, gave people a 90-second blast of heat if they used the hashtag #TweetToHeat. As part of the experiential campaign, British Gas wanted to promote its smart energy offshoot brand, Hive Active Heating, to remind consumers that they can control heating and hot water from anywhere using their smartphones.

It seems clear that British Gas has tapped into both new and potential customers’ current concerns about rising energy prices. While sunshine, lighter evenings and a good old spring clean might be just around the corner, most of us are not quite ready to turn down the thermostat just yet.

Playing on our desire to keep warm while temperatures are still so cool, British Gas has managed to showcase its innovative concept in a fun, yet simple, way. And the campaign has garnered a significant amount of engagement on social media, telling us that there’s substance behind the idea.

When it comes to social media, we know that a hot idea can go a long way, but the proof will be in the pudding as to whether or not Hive sees an uplift in enquiries. We’ll be keeping a close eye on what other members of the Big Six do, if anything, to showcase their offering.