Home  › Social › Social Media
aljazeera

Al Jazeera Aims to Harness Twitter Momentum

  |  February 4, 2011   |  Comments

Qatar-based cable channel attempts to rally support among Americans with Promoted Trend ad.

aljazeeraAl Jazeera is Twitter's Promoted Trend advertiser today, as the Qatar-based cable channel attempts to rally support among Americans who want to see it more available in the United States. On Jan. 28, Twitter users drove traffic to Al Jazeera's English-language coverage of Egypt's protests - available online in the U.S. - as it received media attention and some praise for its live reporting.

What better place than Twitter to capitalize on that momentum? And what better day to state your case than Egypt's highly newsworthy "Day of Departure," which may see longtime Egyptian president Hosni Mubarak step down in a historic moment?

Al Jazeera's Promoted Trend copy simply uses the hashtag, #DemandAlJazeera, while pointing to a landing page with the following Promoted Tweet: "Like our coverage from #Egypt? Think we should be shown on US TV? It's time to #DemandAlJazeera http://aje.me/demandAJ".

That worldwide buy reportedly costs $100,000 per day, appearing in the "Trends" column on the site. National advertisers like Audi, McDonald's, American Express, HP, Starbucks, Mercedes-Benz, and several Hollywood movie brands have tested the buy.

AlJazeera.com is also running a house ad for the "Demand Al Jazeera" effort. Viewers can enter their zip code and hit a "Submit" button. However, it's unclear what message is sent and to whom after tapping that button. The site is also pushing a "meetup" that encourages U.S. citizens to get together on Feb. 10 to organize ways of petitioning their local cable or satellite TV providers.

Al Jazeera did not respond to an interview request by ClickZ this morning.

According to a HuffingtonPost report, the cable channel's website saw a 2,500 percent increase in traffic in the days after its coverage in Egypt went viral on social sites like Twitter. Al Jazeera English is only available as a cable TV channel in Washington, D.C. and parts of Ohio and Vermont.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...