Twitter's Promoted Trend attracted around 20 brands in March. Advertisers including Google, The New York Times, Ford, Coca-Cola, and The American Red Cross drove Twitter users to their campaign tweets through the ad unit, many of them featuring other brands and encouraging people to click to other brands' sites.
Tech and Entertainment related brands dominated. ClickZ News followed the Promo Trend activity throughout the month, and determined that paid trends from tech and telecom brands accounted for 39 percent of the Promoted Trends. Entertainment and media brands came in second with 26 percent. The tech/telecom category was fueled by Verizon Wireless USA's ongoing series of March Madness related Promo Trends, all of which drove people to its 2011 NCAA Basketball Tournament of Tweets on ESPN.go.com. The campaign encouraged people to join in "messaging mania" by tweeting with their team's hashtag along with the #MM2011 promo trend tag.
Other tech and telecom brands included Google, which promoted its Hotpot local product, and Microsoft, which pushed its Internet Explorer 9 browser. Sprint, HTC, Dell and Amazon all promoted consumer electronics devices.
Media and entertainment brands from games to TV and film comprised 26 percent of Promoted Trends in March. Paramount Pictures and Sony Pictures pushed film trailers for "Super 8" and "Battle LA," respectively. EA Sports promoted the "Fight Night Champion" boxing game using the #TysonsBack hastag. And The New York Times pushed its new Digital Subscription Plan. A&E Network promoted drama series "Breakout Kings" and TLC Network marketed the season premier of "Sister Wives."
Verizon wasn't the only advertiser to use the Promoted Trend to drive traffic to content living outside its own brand sites. Beverage brands also used the tactic. Dr Pepper/Seven Up pushed the revival of the Sun Drop citrus soda brand using a Promoted Trend that drove traffic to a video on CollegeHumor. Coffee brewer brand Keurig promoted its "K-Cup" product by linking to the Green Mountain Coffee site. Beverage advertisers also included Coca-Cola; together, the drink brands accounted for 3 percent of March Promoted Trends.
The Promoted Trend has indeed become a place for cross-promotion. An Apple iTunes charity related placement promoted "Songs for Japan," a collection of tunes, the proceeds from which supported the Japanese Red Cross Society. The related iTunes tweet included account names for artists on the compilation such as @Ladygaga, @katyperry and @BrunoMars. American Red Cross used the Promoted Trend, suggesting people "text REDCROSS to 90999 to give $10 for Japan earthquake and Pacific Tsunami." It is unclear whether or not the nonprofits paid for those placements.
More cross-promos: Ford Focus promoted its "Focus Rally" contest, asking people to tweet answers to trivia questions for the chance to win a Nikon camera. Meanwhile, Trazzler, a travel site and deals provider, pushed a deal for a stay at the Palms Las Vegas featuring a VIP pass for the Playboy Club.
See ClickZ's chart of Promoted Trends in February.
|Select Twitter Promoted Trends |
|Date||Brand||Ad Vertical||Account||HashTag/ Trend Phrase
||Tweet/s||Landing Page Description|
|3.2||Ford Focus||Auto||@FordFocus||#FocusRally||We'll be tweeting trivia all day. Tweet your answer and #FocusRally to win a Nikon camera. Sign up for hints||"Focus Rally" contest description and video on FocusRally.com|
|3.9||Sun Drop||Food/ Beverage||@SunDrop||#howudropit||Not sure how to drop it? Watch and learn my friends. Watch and learn. [collegehumor link] that's #howudropit||"Turkish Man Shows Kids How to Boogie" video on College Humor|
|3.10||Battle LA||Entertainment/ Media||@BattleLA||#BattleLosAngeles|| Shocking #BattleLos
Angeles news coverage - Watch the Invasion [Link] This is only the beginning ... #BattleLos
|Link to movie trailer on YouTube.com|
|3.26||Verizon Wireless USA||Tech/ Telecom||@VZWOffers||#MM2011||Every second counts. So does every Tweet. Join the messaging mania now in a competition like no other. #MM2011||2011 NCAA Basketball Tournament of Tweets on ESPN.go.com|
|3.29||Keurig/ Green Mountain Coffee||Food/ Beverage||@icedkcups||Love Keurig?||Love Keurig? We want to thank you with a free Brew -Over- Ice tumbler and a chance to win a free Alaskan cruise:||Keurig K-Cup demo and info on GreenMountain
|Data compiled by ClickZ News|
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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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