Nestle’s Juicy Juice brand is attempting to integrate Twitter into their marketing campaign. Though they are not the first to utilize Twitter, but they have a twist – users can post tweets via an ad unit that can appear anywhere on the web.
The web-wide tweet idea is being tested on mom-targeted sites like BabyCenter and CafeMom. The ad units will ask questions such as “How do you stimulate your child’s mind?” or “How important are vitamin-enhanced foods to you?” Users are able to answer these questions as short messages, tweets or directly in the ad. If users are already logged into Twitter, the answers are posted into the ad directly, otherwise users are directed to log-into Twitter to allow them to sign in. If you click onto the ad unit, it will take you to Juicy Juice’s YouTube site, which provides helpful videos on the topics in question.
The agency in charge can track numerous metrics for Juicy Juice, including traditional views and click-through rates but also the number of tweets posts and the number of followers exposed to the Tweet.
How do you feel about this new attempt to introduce Twitter into this marketing campaign?
For the full article, go to: http://adage.com/digital/article?article_id=137214