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Nestle Ad Campaign, First Use of Live Tweets

Tweet, tweet went the ad!  Nestle, the world’s top food and beverage manufacturing brand becomes the first global brand to launch ad campaign using Twitter posts into an ad unit that can appear anywhere on the web.

Nestle is testing the ‘Twitter Pulse’ format developed by SocialMedia as part of a drive to promote its Juicy Juice children’s fruit drink in the US.  Appearing in a host of parenting sites, the ad initiates the tweets via questions like: “How do you stimulate your child’s mind?” and “How important are vitamin enhanced foods to you?”

When logged in, regular tweeters answer the questions by posting their tweets directly into the ad.  At the same time, Twitter gets more users as the sites direct respondents to enter the Twitter site.

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By clicking on the ad, consumers are led to Juicy Juice’s YouTube channel, which contains a series of videos aimed at parents.  Not only contributing copy to the Juicy Juice ad unit, tweets also show up in members’ Twitter feeds with a hashtag.   By the way, all comments are moderated by Nestle.

The Juicy Juice campaign joint effort of Nestle and SocialMedia tracks and records the metrics for views and click-throughs, and the number of Twitter users exposed to the hashtag.

Another Twitter-metric seeker, Pepsi is including a Twitter tag on the can of its newest line of bubbly drinks Pepsi Raw.  Twitter is looking to be the fastest (and free?) means of market research around.  I think therefore I tweet—in 140 characters or less.

Partner with adobo Magazine

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