As ClickZ reported yesterday, Mitt Romney's digital team has been planning to run the relatively costly ad unit, which appears above Twitter's left-hand side list of organic trends. Promoted Trends link to a list of tweets using the trend keyword - usually in hashtag form - topped by a Promoted Tweet by the same advertiser.
The Promoted Trend has been known to cost as much as $120,000 a day, more than other Twitter ad offerings. However, because the ad is prominent and can be seen by all on Twitter, it will most likely generate a large number of tweets featuring the #BelieveInAmerica hashtag.
"To trend for a day is a far more significant investment in resources," than other Twitter ad buys like Promoted Tweets and Promoted Accounts, Romney Digital Director Zac Moffatt told ClickZ yesterday. Romney will give his Presidential nomination acceptance speech tonight here in Tampa.
Of course, there's no control over how users employ the tag, which has already prompted several anti-Romney messages on Twitter.
It seems appropriate for the Romney camp to choose the #BelieveInAmerica theme for the Promoted Trend today, which correlates with the Republican Party's "We believe in America" label for the final day of the Republican National Convention.
The Promoted Trend unit amounts to a national ad buy for the campaign, a rare occurrence in Romney's typically hyper-targeted digital ad strategy. Moffatt suggested the much-watched convention warranted a nationally-aimed buy online. "The convention is one of those transformative moments when the entire country takes time to reflect," said Moffatt.
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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.