Retweet or Repeat: M60's 257-Day Social Media Experiment

On day 257, Neville finally cracked. "Right I'm in! Good luck lads," he tweeted back. Just like that, M60's madcap campaign paid off. They'd gone from nobodies to news headlines faster than you can say "social media strategy gone wild." I caught their gig at the Deaf Institute the other week. There, proud as punch on stage, was a cardboard cutout of Neville himself. It was surreal, hilarious, and weirdly triumphant all at once.

But once the laughter dies down, M60's Twitter marathon leaves us with some proper head-scratchers. Was this genius marketing or just digital harassment with a lucky ending? Where's the line between being admirably persistent and being a right pain in the arse? And what does it say about our social media landscape that this actually worked?

Let's break down 10 takeaways from M60's saga. Whether you're a wannabe rockstar, a social media guru, or just someone wondering why your cat photos aren't going viral, there's something here for you. Fair warning: it might just make you question everything you thought you knew about making it big online.

1. The Power of Consistency (Or: Be a Broken Record )

M60 took "practice makes perfect" to a whole new level. They didn't just tweet at Neville; they became the human embodiment of that one song that gets stuck in your head for weeks. “I know a song that will get on your nerves…” or “Sweet Caroline…der der der…” (you’re welcome!)

Will Durant, summing up Aristotle's philosophy, once said,

"We are what we repeatedly do. Excellence, then, is not an act, but a habit."

M60 made pestering Gary Neville a habit, and somehow, it turned into excellence.

But let's be real - consistency alone isn't enough. If it were, we'd all be world-class athletes just from consistently sitting on the couch, commentating on how to throw a javelin better than these time-served Olympians. The key is consistent, purposeful action. M60's tweets weren't random; they were targeted, timed, and relentless.

Think about it - how many times have you started a new habit, only to give up after a week? Whether it's going to the gym, learning a new language, or trying to become the next big thing on TikTok, consistency is often the first casualty of our good intentions. M60's campaign shows that sometimes, just showing up day after day can be enough to break through. It's like water wearing away a rock - one drop won't do much, but a constant stream over time can carve canyons.

The lesson? Consistency can be a powerful tool. But use it wisely, or you might end up being that person everyone mutes on WhatsApp (if you don’t already do this, sorry you’re finding out like this…). It's about finding that sweet spot between persistence and pestering - a line M60 walked like a tightrope walker after a few pints.

2. Cutting Through the Noise (Or: How to Shout in a Hurricane)

Social media is a cacophony of voices, all screaming for attention. It's like trying to have a conversation in the middle of a mosh pit at a heavy metal concert. M60 managed to be heard by being the equivalent of that bloke who keeps shouting the same football chant until the whole stadium joins in, whether they want to or not.

Seth Godin, marketing guru and professional bald man (my absolute aspiration in life), says,

"In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible."

M60 didn't just stand out; they wore a neon suit and juggled flaming batons.

But standing out isn't just about being loud or different. It's about being memorable. How many tweets do you remember from yesterday? How about last week? Last month? M60's tweets stuck in people's minds because they were consistent, targeted, and just bizarre enough to be interesting. Think about some of the most successful social media campaigns. Remember the Ice Bucket Challenge? Or the "Share a Coke" campaign? These weren't just loud; they were engaging, shareable, and tapped into something people wanted to be part of. I still talk about Phil Collins in a gorilla shout drumming for Cadbury’s.

M60's approach taps into what psychologist Daniel Kahneman calls the "availability heuristic" - our tendency to believe that if something can be recalled easily, it must be important. By making themselves a constant presence in Neville's feed, M60 increased their chances of being noticed and remembered.

The takeaway? Sometimes, to be heard in a noisy world, you need to be the one making the same noise consistently. Just be prepared for some people to want to stuff their ears with cotton wool. It's a fine line between being memorable and being annoying - M60 just happened to land on the right side of it.

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3. The Fine Line Between Persistence and Pestering (Or: A Digital Stalker)

M60's campaign is right on the boundary between admirable dedication and potential harassment. It's like standing outside someone's window with a boombox – romantic in films, restraining order material in real life.

Napoleon Hill championed persistence:

"Patience, persistence and perspiration make an unbeatable combination for success."

M60 had patience and persistence in spades. As for perspiration, well, tweeting isn't exactly manual labour, is it? The question is: when does persistence become pestering? It's a bit like deciding if that fifth pint is a good idea – the line is there, but it's blurry, and everyone's got a different opinion on where it sits.

In the world of marketing and PR, there's a concept called the "Rule of Seven" - the idea that a prospect needs to hear your message at least seven times before they'll take action. M60 took this to the extreme, hitting the same note 257 times. It's like they took the "Rule of Seven" and said, "Hold my beer."

But their persistence paid off because it became a story in itself. People weren't just seeing a band asking for a retweet; they were watching a saga unfold. It became less about the request and more about the commitment to the bit. This approach isn't without its risks, though. Dale Carnegie, in his book How to Win Friends and Influence People, warns against the dangers of criticism and complaint. He suggests that instead of condemning people, we should try to understand them. M60 walked a fine line here - their campaign could easily have been seen as criticism or complaint, but somehow, it came across as cheeky and endearing instead.

Persistence can pay off, but it's a bit like using a sledgehammer to crack a nut. Sure, you might get the job done, but you'll probably make a right mess in the process. And you might want to check if there are any laws against whatever it is you're planning to do persistently.

4. The Importance of a Clear Goal (Or: Aim for the Stars, Not for Every Asteroid)

If there's one thing M60 had, it was focus. Their goal was crystal clear: get Gary Neville to retweet their single. It wasn't curing cancer, but at least they knew what they were after.

Peter Drucker once said,

"Unless commitment is made, there are only promises and hopes; but no plans."

M60 didn't just hope for Neville's attention; they committed to a plan and stuck to it with the tenacity of a toddler refusing to eat their vegetables. This laser focus stands in stark contrast to the scattergun approach many bands (and brands) take on social media. You know the type - one minute they're sharing behind-the-scenes photos, the next they're pontificating about their favourite biscuits, and then they're trying to flog tickets to a gig in a pub basement in Preston. It's like watching a dog in a park, chasing after every squirrel, bird, and questionable smell it comes across.

Source: https://giphy.com/explore/squirrel-dug

M60, on the other hand, were more like a terrier with a rat. They had their teeth into their goal and refused to let go, come hell or high water (or 256 days of being ignored). Their clear goal served another purpose too - it made their story easy to understand and follow. Anyone could grasp the concept of "band tweets at Gary Neville for 257 days straight". It's a lot more digestible than "band employs multi-faceted social media strategy leveraging diverse content types to maximise engagement across multiple platforms". Try saying that after a few Cruzcampos (or should it be Cruzcampoes?).

This simplicity made it easy for others to get invested in their quest. It became a sort of social media soap opera - would today be the day Neville finally noticed them? The suspense was hardly on par with "Who Shot Phil Mitchell?", but it was enough to keep people coming back for more.

So, having a clear goal can be powerful. It keeps you focused, makes your story easy to understand, and gives others something to root for. Just make sure your goal is actually worth achieving. After all, you don't want to be the person who spends 257 days trying to balance a spoon on their nose, do you? Or do you?

5. Leveraging Social Media Dynamics (Or: Ride the Digital Wave Without Wiping Out)

M60 didn't just use social media; they played it like a fiddle. They understood that on platforms like Twitter, the currency isn't just followers or likes—it's attention, engagement, and a good story.

They tapped into what MIT professor Sinan Aral calls "the hype machine" in his book of the same name. Aral argues,

"The way we interact on social media is fundamentally changing the dynamics of our relationships, our behaviour, our politics, and our democracy."

M60 seemed to grasp this intuitively. They weren't just tweeting into the void; they were creating a narrative that others could latch onto and amplify.

Their campaign leveraged several key aspects of social media dynamics:

1. Repetition: In the fast-moving world of Twitter, repetition can actually make you stand out. It's like being the one steady object in a sea of motion—eventually, people notice.

2. Public performance: By conducting their campaign in full view, M60 turned their followers into an audience. It became less about pestering Gary Neville and more about entertaining the masses.

3. The Underdog Story: Everyone loves a trier, don't they? M60's persistence in the face of silence tapped into our love for an underdog story (see last week’s FRiDEAS for more on this too!). It's the social media equivalent of Eddie the Eagle—not exactly successful at first, but bloody lovable for trying.

4. Gamification: The daily tweet became a sort of game. Will today be the day? It gave followers a reason to check in regularly, like a social media advent calendar, but with disappointment behind most of the doors.

Social media expert and author Clay Shirky once noted,

"The social media landscape is changing so quickly that people are making up the rules as they go along."

M60 certainly made up their own rulebook. They turned what could have been annoying spam into an engaging story that people wanted to follow. The trick is understanding the platform you're using and the audience you're trying to reach. M60 got it right this time, but they were walking a fine line. One misstep, and their social media circus could have come crashing down.

While M60's campaign is a masterclass in leveraging social media dynamics, it's also a reminder that sometimes, success on these platforms is as much about luck as it is about strategy. It's like playing roulette—you can have the best system in the world, but at the end of the day, you're still at the mercy of where that little ball lands.

Luck is what happens when preparation meets opportunity.

Seneca

6. The Role of Luck and Timing (Or: Better to Be Lucky Than Good)

To be fair, M60's success wasn't just down to their dogged persistence and social media savvy. There's a hefty dollop of luck in this rock and roll pudding. It's like finding a fiver in your jeans pocket - nice when it happens, but you can't build a financial strategy around it.

M60 were certainly prepared - they had their tweet locked and loaded every day for 257 days. But the opportunity? That was pure chance. It's not like they knew Gary Neville would wake up on day 257 and think, "You know what, I fancy acknowledging some persistent northerners today."

Timing in social media is a bit like comedy - it's all about the delivery. To quote great bald man Seth Godin again,

"The best time to do something significant is between 20 and 30 years ago. The second best time is now."

M60 might not have started 20 years ago, but they certainly seized their 'now' with both hands.

But let's break down the lucky elements of their success:

- Gary Neville's patience: Let's face it, most celebrities would have blocked them after a week, let alone 257 days. Neville's tolerance was the horseshoe in M60's lucky charm bracelet.

- No major controversies: Imagine if their campaign had coincided with a major Neville gaffe or scandal. Their persistent tweeting might have been seen as harassment rather than harmless fun.

- The media vacuum: Their story broke at a time when the media was hungry for quirky, feel-good stories. If there had been a major world event, M60's tale might have been lost in the noise.

- The bandwagon effect: Once a few people started following their story, it snowballed. It's like when you see a queue and join it without knowing what it's for - people love to be part of a movement.

- The payout: After 257 days, anything less than a response from Neville would have been anticlimactic. They lucked out that he not only noticed them but engaged positively.

But here's the kicker - while M60 can thank their lucky stars for how things panned out, they also created their own luck through sheer bloody-mindedness. They showed up every day, rain or shine, whether anyone was paying attention or not. It's like playing the lottery - you can't win if you don't buy a ticket, and M60 bought a ticket every single day for 257 days.

Luck plays a bigger role than we'd like to admit, but you can stack the odds in your favour through persistence and consistency. Just don't bet the farm on the hole in one. It’s impressive when it happens, but you'd be a fool to count on it as a strategy.

7. Building a Narrative (Or: 257: A Blockbuster Story)

M60 didn't just create a social media campaign; they wrote a modern-day epic. It had all the elements of a cracking yarn - a dark horse protagonist, a seemingly unattainable goal, and enough repetition to make a Greek chorus blush. It was like a Homeric odyssey, if Homer had been really into Twitter and indie music.

As the American author Donald Miller points out in his book Building a StoryBrand, which I have pretty much told everyone I know to read:

"The human brain is drawn to clarity and away from confusion. If you confuse, you'll lose."

M60's story was crystal clear: band wants retweet, band tweets every day, will Gary notice? It's not exactly ‘War and Peace’, but it's a narrative that a goldfish could follow. (By the way, have you ever read War and Peace? It’s an epic story but it’s really long. Unpopular opinion alert: I am not sure why we set it up as a bastion to be measured against.)

The beauty of their approach was that it created a story that others could engage with and even become a part of. It wasn't just M60's tale anymore; it became a collective experience. Followers began to root for them, turning each day's tweet into a shared moment of anticipation. Will today be the day? It was like a social media advent calendar, but instead of chocolate behind each door, there was just more disappointment... until there wasn't.

This approach taps into what storytelling expert Robert McKee calls the "narrative imperative". In his book Story, McKee writes:

"Story is a metaphor for life. A storyteller is a life poet, an artist who transforms day-to-day living, inner life and outer life, dream and actuality into a poem whose rhyme scheme is events rather than words."

M60 turned their daily grind into a poem of persistence, with each tweet serving as a line in their 257-verse opus.

Their narrative had several key components that made it compelling:

1. A clear goal: Get a retweet from Gary Neville. Simple, measurable, and oddly captivating.

2. Consistent conflict: Every day without a response added to the tension. Will he ever notice?

3. Character development: As the days ticked by, M60 evolved from unknown band to plucky underdogs in the public eye.

4. A ticking clock: The daily tweet created a sense of urgency and rhythm to the story.

5. Public participation: Like we have said, followers could engage, comment, and become part of the narrative themselves.

6. The promise of resolution: Everyone knew the story would end, one way or another. The question was how and when.

By building this narrative, M60 created something bigger than just a marketing campaign. They gave people a story to follow, to root for, to be part of. It's like when you start watching a TV series and before you know it, you're 14 episodes deep and emotionally invested in characters you didn't even know existed last week. Bloody Game of Thrones and weeks of my life…

The lesson here? A good story can be more powerful than any marketing strategy. M60 didn't just ask for attention; they gave people a reason to pay attention. They turned self-promotion into a form of entertainment. But let's not get too misty-eyed about it. At the end of the day, it was still a marketing campaign. M60 weren't trying to solve world hunger - they were trying to get a retweet. They just happened to do it in a way that was more "Netflix series" than "Spam email". And in the attention economy of social media, that's worth its weight in retweets.

AI Generated Image: Midjourney Prompt: How to Ride the Digital Wave Without Wiping Out ar16:9

8. The Ethics of Attention-Seeking (Or: Don’t Let Cheeky Become Creepy)

In the wild west of social media, M60's campaign raises some thorny ethical questions. It's a bit like that mate who keeps asking you to sponsor their charity skydive/running another 5K/baked bean eating contest (or other not-very-taxing task) - at what point does persistence become a pain in the arse?

The philosopher Immanuel Kant argued for what he called the categorical imperative:

"Act only according to that maxim by which you can at the same time will that it should become a universal law."

In other words, if everyone did what you're doing, would the world be a better place? If every band, brand, and bedroom entrepreneur started bombarding celebrities with daily tweets, Twitter would become about as pleasant as a wasps' nest at a picnic. M60's campaign teeters on the edge of what's considered acceptable behaviour online. It's not quite harassment, but it's not exactly polite either.

Yet, there's something to be said for the transparency of their approach. They weren't trying to trick anyone or spread misinformation. Their goal was clear, their methods were out in the open. In a world of sneaky sponsored content and covert advertising, there's a certain refreshing honesty to tweeting "Please retweet our single" 257 times.

M60's campaign forces us to consider what 'ought to be' in the realm of social media marketing. Should persistence be rewarded? Is it okay to constantly seek attention from those with larger platforms? Where do we draw the line between clever marketing and digital harassment? The band's success might encourage others to adopt similar tactics, which could lead to a tragedy of the commons scenario. If everyone shouts louder to be heard, we all end up with a headache and nobody's message gets through.

On the flip side, M60's campaign had an element of performance art to it. They weren't just seeking attention, they were entertaining people in the process. In that sense, they were adding value to the platform, not just taking from it. The ethical quandary here isn't black and white. It's more like fifty shades of grey area (with fewer whips and sweaty erotica). M60's campaign worked because it was novel, because Gary Neville was a good sport, and because it struck a chord with audiences. But it's not a template that can or should be replicated ad nauseam.

In the end, the ethics of such campaigns come down to intent, execution, and impact. M60 walked a fine line, and they managed to stay just on the right side of it. But they were tiptoeing on a tightrope, and one misstep could have turned their cheeky campaign into a cautionary tale. Even though social media is in the attention economy, it's not just about getting noticed - it's about getting noticed for the right reasons. Ethical attention-seeking is a bit like ethical eating - it's not just about satisfying your own hunger, but considering the wider impact of your choices. And just like with food, sometimes it's best to consume in moderation. Unless it is pizza - there is no such thing as moderation when it comes to pizza, even with pineapple.

9. Knowing When to Stop (Or: Quitting While You're Ahead)

The ancient Greek poet Hesiod once said:

"Observe due measure, for right timing is in all things the most important factor."

M60 lucked out with their timing, but what if Neville had never responded? Would they still be tweeting today, like some sort of social media Flying Dutchman, doomed to sail the seas of Twitter for eternity? Knowing when to call it quits is as important as knowing when to start. It's a bit like comedy - timing is everything. As the American author and motivational speaker Denis Waitley puts it:

"There is a fine line between perseverance and insanity. At what point have you tried your best, and it's time to do something different?"

Their campaign worked because it had a natural endpoint - Neville's response. But what if he'd never replied? At what point does determination become delusion? It's like continuing to water a plant that's clearly dead - at some point, you're just making mud. The band's persistence paid off, but it could easily have backfired. Imagine if Neville had responded negatively, or if public opinion had turned against them. Suddenly, their cheeky campaign could have become a PR nightmare faster than you can say "Twitter pile-on".

There's also the question of diminishing returns. Each day that passed without a response from Neville diluted the impact of their message. It's like telling the same joke over and over - eventually, even the most patient audience will stop laughing and start checking their watches. M60's campaign is a reminder that every marketing strategy needs an exit plan. It's not enough to know how to start and how to continue - you need to know how and when to stop. Would they have kept going, like a broken record in a world that had long since moved on to streaming?

The lesson here is that persistence is admirable, but it needs to be tempered with self-awareness and flexibility. It's great to commit to a goal, but you also need to be ready to reassess and pivot if necessary - sometimes the best route to your destination involves a few detours.

M60's campaign worked because they struck gold before they hit bedrock. They found success before their persistence became pathetic. But they were dancing on the edge of a cliff, and not everyone who follows in their footsteps will be so lucky. So, while M60's story is one of successful persistence, it's also a reminder of the importance of knowing when to fold 'em. In the high-stakes poker game of social media marketing, sometimes the smartest move is knowing when to walk away from the table.

10. The Potential Pitfalls of Copycat Behaviour (Or: Parrots Won't Fly)

M60's success story is the kind that makes marketing managers salivate and social media managers break out in a cold sweat. It's tempting to look at their campaign and think, "That's it! We'll just tweet at celebrities until they notice us!" But before you start pestering Gary Lineker about your new line of crisps, let's pump the brakes a bit.

As Isaac Newton once said (and it’s one of my favourite quotes of all time):

"If I have seen further it is by standing on the shoulders of giants."

But in this case, standing on M60's shoulders might just give you a face full of ceiling fan. Their campaign worked precisely because it was unique, unexpected, and frankly, a bit mad. Try to replicate it, and you'll be about as welcome as a mosquito at a nudist colony.

M60's campaign was lightning in a bottle. And as any physicist will tell you (or at least, any physicist who's into pithy metaphors), lightning doesn't strike twice in the same place. Trying to replicate M60's success is fraught with potential pitfalls:

Firstly, you'll be seen as unoriginal. The internet has a long memory, and Twitter users will be quick to call out a copycat. You'll be the digital equivalent of a cover band that only plays 'Wonderwall' - technically hitting the right notes, but maybe (not) gonna be the one that saves you (sorry…)

Secondly, celebrities and their management teams will be wise to this tactic now. M60's campaign worked because it caught Neville off guard. Try it now, and you're more likely to get blocked than retweeted.

Thirdly, the public's appetite for this kind of campaign is likely to wane. What was once novel will quickly become annoying if every Tom, Dick, and Harry with a SoundCloud account starts spamming celebrities.

Fourthly, it sets a dangerous precedent. If this became a common tactic, it would turn social media into an even noisier, more cluttered space than it already is. It's like if everyone decided the best way to get attention was to shout - we'd all end up deaf and hoarse.

Lastly, it's just not sustainable. M60 got lucky with their timing and target. But for every M60, there are probably hundreds of bands tweeting into the void, their messages lost in the digital ether like tears in rain (to borrow a phrase from another famous replicant).

The real lesson from M60's success isn't about the specific tactic they used, but about the principles behind it: creativity, persistence, and a willingness to try something different. The key is to understand these principles and apply them in new, original ways. So instead of copying M60's campaign beat for beat, ask yourself: What's our equivalent of tweeting at Gary Neville for 257 days? What unique, attention-grabbing stunt fits our brand and our audience?

Remember, success in marketing often comes not from following the crowd, but from zigging when everyone else zags. M60 found their zig. Your job is to find yours.

In the end, the biggest pitfall of copycat behaviour isn't just that it probably won't work. It's that even if it does, you'll have succeeded at being someone else instead of being the best version of yourself. And in cutthroat marketing, authenticity is worth its weight in retweets.

So by all means, learn from M60. Admire their chutzpah. But for the love of all that is holy in the Twitterverse, don't try to be them. Be yourself, but louder, funnier, and with better timing. That's the real path to social media success. Or, you know, just make good music. That could work too.

AI Generated Image: Midjourney Prompt: copycat behaviour. Two cats staring each other out in the style of banksy ar16:9

The Final Chord (Or: When the Music Stops and the Tweets Keep Coming)

M60's 257-day Twitter marathon is more than just a quirky footnote in social media history. It's a stark reminder of how the digital landscape has warped our understanding of success, persistence, and communication. At its core, this story forces us to confront uncomfortable questions about the attention economy. What does it say about our culture that such dogged pursuit of a celebrity's acknowledgment is celebrated? Are we fostering an environment where the loudest, most persistent voice wins, regardless of merit?

M60's success is both inspiring and cautionary. It demonstrates the power of consistency and narrative in cutting through the digital noise. Yet it also highlights the thin line between innovative marketing and potential harassment. As social media platforms evolve, so too must our ethical frameworks for engaging with them. The band's campaign didn't just game the system - it exposed its flaws. It revealed how easily manipulated our online interactions can be, and how a simple, repeated action can create a snowball effect of engagement. This has profound implications for how we understand viral content, influencer culture, and the spread of information (or misinformation) online.

Looking ahead, the M60 effect may prompt a reevaluation of how social media platforms manage persistent campaigns. Will we see new algorithms designed to flag repetitive content? Or policies aimed at protecting public figures from sustained targeting, however well-intentioned? For marketers and content creators (or any of us trying to be heard and seen online), the lesson isn't to replicate M60's tactics, but to understand the underlying principles that made it work: the power of narrative, the value of consistency, and the human desire to be part of an unfolding story. The challenge is to apply these insights in ways that add value to the digital ecosystem, rather than simply exploiting its mechanisms.

Ultimately, M60's campaign is a mirror reflecting our own complex relationship with social media. It's a testament to our desire for connection, our love of an outlier story, and our collective power to elevate the seemingly trivial to the stuff of legend.

Perhaps the real question isn't "How can we replicate M60's success?" but rather, "How can we create online spaces where success is measured by more than just retweets and viral moments?" That's a conversation worth having - persistently, if necessary.

Oh and if you have been following the section titles here, I have building M60's new album tracklist. I might just tag them in a tweet...

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