Two weeks ago I blogged about Twitter’s new “promoted trend” and how I thought it would forever change the world of advertising. Mashable blogged about Coca-Cola’s overnight success on Twitter. See their post below:
In just 24 hours, Coca-Colaâ€™s first Promoted Trend garnered 86 million impressions and an engagement rate of 6%, according to the companyâ€™s Global Interactive Marketing Vice President Carol Kruse in an interview withÂ The Financial Times.
Following in the footsteps of Disney/Pixar, Coca-Cola is the second company to reachÂ Twitter audiences byÂ advertising as a Trending Topic on Twitter.
The cost for this particular Twitter ad buy is said to be tens of thousands of dollars, but Kruse indicated that the expense was small relative to other ad buys and that Coke is pretty pleased with its initial Promoted Trends experiment.
The company choose to run with its Promoted Trend campaign during Wednesdayâ€™s World Cup matches, a peak time for Twitter activity. The decision was a risky bet that could have yielded mixed results due to Twitterâ€™sÂ inability to keep the service up duringÂ World Cup online hysteria. Fortunately for Coke, its risky decision paid off.
Coke listed Promoted Tweets atop the Trending Topic search results for the sponsored #WC2010 Promoted Trend that â€œcongratulated the England and US teams, linked to videos onÂ YouTube and invited people to â€™share their celebrationâ€™ of their teamsâ€™ success.â€
Given that the soda-making giant has gone on record with its Promoted Trends results, we definitely expect to see even more big brands follow suit.