Tracking ‘Promoted Trends’: Twitter Draws Diverse Advertisers


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
Happy Valentine’s Day!! Show some love for your Valentine with a #HeartShapedPizza. Order at 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
#JoinTheNation (midday change to #SubwayFan) We’re showing SUBWAY fans our appreciation! Enter code: NLAKE3LM at
ntSA to #JoinTheNation & you could win Free Subs for Life! ALTERNATIVE: We’re showing our #SubwayFan appreciation! Enter code: NLCXAKJL at
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:
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
#AllStarGame Get behind the wheel in Score with a Song! Play State Farm’s jingle by clicking obstacles to win prizes!
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!
:15 video on
2.23 American Red Cross NonProfit @RedCross Red Cross
Join Us
Are you ready to join us? Red Cross Month starts in 6 days.
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
esgH6G TRANSLATION: Train Ride 68% OFF
Offer description page
2.25 Warner Bros Pictures Media @WBPictures #HallPass Check out the RESTRICTED trailer for #HallPass:
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
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:
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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