Live tweeting is no longer a foreign concept to those who keep up with social media. There are a plethora of television shows that now have real-time twitter feeds running along the bottom of the screen during air time. Many award and contest shows such as NBC’s The Voice keep track of what is going on during the show through Twitter. The Voice even has a social media correspondent, Christian Millian, who is meant to bridge, “…the on air experience of ‘The Voice’ with the online experience and [bring] viewers closer to the competition,” (Social Media Correspondent Blog).
Advertising campaigns are utilizing twitter now as well. For me, the first campaign that comes to mind when I think advertising and twitter is Kmart’s Ship my Pants campaign that was meant to inform clients about their new “ship to home” service. Before the commercial even aired it all started with a hashtag on twitter. The idea was to get customers intrigued before the commercial even aired by making vague references in tweets that all carried the same hashtag and the response to the ship my pants commercial was staggering. The video went viral and was shared across nearly every social media platform imaginable, including twitter. As of right now the commercial has over 19 million views on youtube.
But what happens when you combined live tweeting and advertising? A Romanian Coca-Cola ad developed by Ad agency MRM Worldwide recently found out. The campaign addresses the fact that 6/10 people in Romania don’t eat meals together but instead eat alone and usually sitting in front of the TV. When the ads aired on twitter viewers could tweet their friends to invite them over for dinner and use the hashtag #LetsEatTogether in order to try and get their tweets aired on the commercials in realtime. Between 5-7 tweets aired per ad after being selected through software that MRM Worldwide created specifically for this campaign. These ads made the evening news in Romania as well as increased Coca-Cola’s Romania twitter followers by 15%.
Do you think something like this could be successful in the US? According to Nir Refuah, the general manager of MRM Worldwide said, “…such a program could conceivably run in the U.S. as well. One positive outcome: ‘It made people actually wait for the ad. How often does that happen?'” (Wasserman, 2013).
NBC. (n.d.). Social Media Correspondent. NBC.. Retrieved September 10, 2013, from http://www.nbc.com/the-voice/social-media-correspondent/blog/
Wasserman, T. (2013, September 9). Coke Ad Includes Live Tweets. Mashable. Retrieved September 10, 2013, from http://mashable.com/2013/09/09/coke-ad-live-tweets/