Twitter wanted to generate positive brand sentiment, by showing how entertaining its content is.

So we hijacked Valentine's Day with tube takeovers, a Covent Garden popup and social video sharing the hilarious accounts of love and dating found every day on Twitter.

The campaign drove massive organic buzz, press coverage, and got millions engaged in what makes the conversation on Twitter different.

Flying Object were tasked with creating buzz and positive sentiment for Twitter in the UK, by reminding people about the incredible content you can find there.

No-one actually likes Valentine's Day. We’re swamped with starry-eyed stories of love and romance from brands and the media. But the funniest, most honest dating conversations don’t happen on February the 14th. They happen every day, on Twitter.

Everybody likes to hear dating stories - the good, the bad and the excruciatingly awkward - it's on Twitter where people come to talk about what they really think about love and dating.

So, as the unrealistic expectations of Valentine’s Day loomed we had the perfect antidote in mind.

The Dating Twitter Advice Bureau, an experiential pop-up in Covent Garden, and an accompanying OOH media blitz and social video.

Designed to celebrate our tweeters and their frank and hilarious honesty, we launched a fully integrated campaign starring tweets about love and dating. We sourced 1000s of tweets from different communities, and brought them to audiences with playfulness and impact.

For thousands of passers-by: OOH that celebrated the tweets in all their diversity

An epic OOH takeover across four London, New York and San Francisco underground stations. Each platform was curated to hold a range of stories and observations for everyone - getting as close to TFL’s taste and decency standards as we could.

For the hardcore, a place to go: Twitter’s Dating Advice Bureau

The Dating Advice Bureau popped up in Covent Garden, bringing over 180 Tweets to life. Open for four days over Valentines Day weekend, it offered up unhelpful dating tips, mortifying stories and interactive installations to the love-seeking public.

For everybody else: a promoted video with a celebrity spokesperson who could capture the tone of the conversation

"Helpful" content from the Bureau starring comedian Phil Wang, who brought dating advice to life in romantic green-screened locations.

It turns out hearing about other people’s dating disaster stories proved a much more entertaining way to spend Valentine's Day than squeezing yourself into a Bella Italia with a fake rose.

• 7,000 visitors to the Advice Bureau
• 7.7 million video views
• 19 million reached via UK press coverage