SBD/July 17, 2012/Marketing and Sponsorship

Jordan Brand To Run Real-Time Twitter Ads Around USA Basketball Games

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Jordan Brand introduced an Instagram photo contest using the hashtag #riseabove
While the U.S. men's basketball team is playing at the London Games, Jordan Brand "will include spontaneous real-time comments about the game in its promoted tweets," according to Joan Voight of MASHABLE.com. The Twitter ads "will also contain pre-planned brand content and links." The effort, by digital agency 140 Proof, is part of Jordan Brand's "inspirational #riseabove marketing campaign." During the London Games, the brand's promoted tweets "will be updated within seconds with timely comments that Nike first posts to its regular Twitter following." The campaign is "aimed at a broad audience of sport enthusiasts far beyond Nike's pool of Twitter followers." By tapping into real-time action, Jordan Brand "hopes to prompt non-followers caught up in Olympic fever to retweet and share its promoted tweets, thus amplifying the buzz" around the campaign. Jordan Brand earlier this month "began a series of promoted tweets that tout the brand's #riseabove short film series and introduce an Instagram crowdsourced #riseabove photo contest." The Twitter ads "appear on the Twitter feeds of people who follow basketball and Olympics-related accounts." In addition to Twitter.com, 140 Proof is "placing the promoted tweets on the leading online and mobile apps that people use to access their Twitter feeds, such as TweetCaster and Echofon." The agency in the past "has also targeted and delivered social ads tied to live sports events for ESPN and GM" (MASHABLE.com, 7/16). Marketing agency 140 Proof co-Founder John Moonigian III said, "When people who are simultaneously watching sports and tweeting, see a promoted tweet about the real-time game or score, then it's not an ad anymore, but an information tool. To identify our target, we focus on what accounts people follow on Twitter, rather than what they post. That's because a lot more people read content on Twitter than post content" (THEDRUM.co.uk, 7/17).
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