SINGAPORE – Brands must look for moments in TV shows when emotions are riding high to double down their messaging on Twitter, according to the micro blogging site’s head of global brands.
In her session #Live Storytelling, Melissa Barnes pointed to a study that showed engagement levels doubling when viewers watched TV with a mobile phone and tweeted.
She pointed to Anheuser-Busch’s #ManOfTheMatch promotion created around June’s FIFA World Cup in Brazil as an example of an advertiser that had successfully executed a real-time marketing moment.
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