Home  › Marketing › Strategies
natural-gas

Natural Gas Group Targets RNC-Goers on Twitter

  |  August 28, 2012   |  Comments

The Chesapeake Energy Corporation is spending all of its media budget on digital here at the Republican National Convention.

buttonTampa, FL - The Chesapeake Energy Corporation rarely gets buy-in to spend the bulk of its media budget on digital, but it got just that for its efforts around the Republican National Convention here.

The firm and its CNG Now initiative are here promoting the benefits of using natural gas as an alternative for vehicle fuel to gasoline and diesel. It's targeting convention-goers who search for popular terms related to the event - like #RNC - with ads on Twitter. Some push its energy message, but others are more direct:

Chesapeake has worked with the team at Twitter for almost a year to execute targeted, promoted campaigns around various events, said Blake Jackson, the company's manager for digital communications. The Oklahoma-based firm produces natural gas and oil and is part of a consortium here at the RNC promoting natural gas vehicles as alternatives to gas and diesel. Currently, Honda sells a Civic that operates on natural gas, though the majority of vehicles that utilize the fuel are fleet vehicles such as waste trucks or city buses.

The firm decided to jump into speaking directly to convention attendees in its Twitter ads rather than focusing solely on issue advocacy, "because we were going to be one of the few sponsoring presences," said Jackson. Indeed, among the only other sponsors or non-media entities here are Google, Facebook, and Twitter.

The majority of natural gas fueling stations are located in Oklahoma, California, Utah, and Texas, said Jackson. That's why the firm tends to geo-target Twitter and Facebook ads to people in those states, when a new fueling station opens, for instance. "We're targeting down to the zipcode via Facebook advertising," Jackson added.

The Twitter ads here are having some impact, said Jackson, who said "influential media members" have mentioned CNG Now. "If we can get someone to give us that initial nod, we feel comfortable taking that from there," he said.

"Here at the RNC, all of our advertising spend is digtal," besides the money spent on a physical branded space here. "It demonstrates the growing interest from leadership."

Despite the fact the group is focused heavily on digital media here at the convention, "It's a new area for us," said Jackson. "We're still in the process of changing hearts and minds." 

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, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Kate Kaye

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.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. 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

    • 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...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...