27 June

Nike and @NikeSF Demonstrate Rich Promoted Tweets on Twitter

As you can tell from the screenshot’s time stamp (June 8), this one has been sitting in my blog queue for quite some time. It’s still worth posting though!

Here is a screenshot from a Promoted Tweet by Nike San Francisco. It’s notable beyond the interesting fact that
1) Nike has a geographically driven social campaing (@NikeSF), and
2) they use these accounts to handle local customer service and promote national campaigns (interesting mix)

With regard to Twitter… and more importantly… this is a great example of the power of a Promoted Tweet:
- hyper targeted (in this case, local)
- drives awareness and social activity: follows, replies, retweets, etc
- but most importantly, its bigger than just Twitter actions (ie followers and retweets): YouTube is integrated directly and eventually this could be a registration form or purchase widget, etc.

That last point is quite powerful because advertisers do not have to value the campaign purely by Twitter-activity. That will (and should) be included – but it’s potential is far bigger.