Marketing News & Expert Advice

Tracking 'Promoted Trends': Twitter Draws Diverse Advertisers

Kate Kaye | March 2, 2011 | Comments

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From fast-food restaurants to daily deals sites, Twitter captured ad dollars for its Promoted Trends format from a wide array of brand advertisers in the last two weeks of February. In fact, the platform helped brands harness interest and discussion around popular February events like Valentine's Day, the NBA All Star Game and the Oscars.

Two restaurants and two daily deals sites invested in the pricey ads, which are said to cost as much as $120,000 per day. In all, 9 advertisers including one charity organization ran promo trends intended to drive traffic to their tweets: Papa Johns, Subway, State Farm, Toyota USA, American Red Cross, Brazilian daily deals site Peixe Urbano, Warner Bros Pictures, Dr. Pepper and Living Social.

Twitter itself also ran what could be called a "house" Promoted Trend, pushing downloads of Twitter mobile applications. On five of the 15 days tracked by ClickZ News, no Promoted Trend was seen.

The chart below takes a closer look at how each brand approached Twitter Promoted Trends.

Twitter Promoted Trends
February 14-February 28, 2011
Date	Brand	Ad Vertical	Account	HashTag/Trend Phrase	Tweet/s	Landing Page Description
2.14	Papa Johns	Restaurant	@PapaJohns	#HeartShaped Pizza	Happy Valentine's Day!! Show some love for your Valentine with a #HeartShapedPizza. Order at http://bit.ly/ff0Oc0 http://twitpic.com/3zl47p	Order page and photo of heart shaped pizza
2.15	No Promoted Trend	N/A	N/A	N/A	N/A	N/A
2.16	No Promoted Trend	N/A	N/A	N/A	N/A	N/A
2.17	Subway	Restaurant	@SubwayFresh Buzz	#JoinTheNation (midday change to #SubwayFan)	We're showing SUBWAY fans our appreciation! Enter code: NLAKE3LM at http://3.ly/ ntSA to #JoinTheNation & you could win Free Subs for Life! ALTERNATIVE: We're showing our #SubwayFan appreciation! Enter code: NLCXAKJL at http://3.ly/ ntSA & you could win Free Subs for Life!	"Footlong Nation" game and code entry page
2.18	Twitter	Media	@Twitter	#TwitterMobile	Searching for an official Twitter app? Search no more! All our apps can be found here, in one pretty place: http://t.co/ WbtFRN8	Twitter app download page
2.19	No Promoted Trend	N/A	N/A	N/A	N/A	N/A
2.20	State Farm	Financial Services	@StateFarm Nation	#AllStarGame	Get behind the wheel in Score with a Song! Play State Farm's jingle by clicking obstacles to win prizes! http://st8.fm/ KUd #AllStarGame	"Score with a Song" game and LeBron James video
2.21	No Promoted Trend	N/A	N/A	N/A	N/A	N/A
2.22	Toyota USA	Auto	@Toyota	#Prii	More than a million people across the country have spoken and made #Prii the official plural of Prius! http://bit.ly/ i6hnZF	:15 video on YouTube.com
2.23	American Red Cross	NonProfit	@RedCross	Red Cross Join Us	Are you ready to join us? Red Cross Month starts in 6 days. http://rdcrss.org/ i65vpM	Red Cross Month description page linking to info on how to donate or volunteer
2.24	Peixe Urbano	Local Shopping	@PeixeUrbano	#promodopeixe	Passeio de Trem 68% OFF mais uma #promodopeixe http://pes.ca/ esgH6G TRANSLATION: Train Ride 68% OFF	Offer description page
2.25	Warner Bros Pictures	Media	@WBPictures	#HallPass	Check out the RESTRICTED trailer for #HallPass: http://bit.ly/ eV0YmD The Farrelly brothers' new comedy hits theaters this weekend! ALTERNATE: @Alyssa_Milano And the beautiful @1capplegate is wonderful and needless to say, hysterically funny. #HallPass	"Hall Pass" restricted trailer on YouTube.com
2.26	No Promoted Trend	N/A	N/A	N/A	N/A	N/A
2.27	Dr. Pepper	Consumer Packaged Goods	@DRPepper	#SatisfyingWin	If you could vacation with any movie star, who would it be? Here's your chance: http://tw.drpepper.com/ itb #SatisfyingWin #Oscars	"Hunt for the Unbelievable" game on Yahoo Movies
2.28	Living Social	Local Shopping	@LivingSocial	#Oscars	@EASPORTS fans who've bought #FIGHTNIGHT CHAMPION today, which fighter are you using? #TysonsBack & there are more champions to choose from.	No landing page
Data compiled by ClickZ News

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ABOUT THE AUTHOR

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

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