Juicy Juice & VW: Advertweeting?
In a recent ad campaign by consumer package goods giant Nestle, Juicy Juice banner ads are integrated with viewer Twitter messages (”tweets”). You simply send a tweet to a designated hashtag to have it displayed within the Juicy Juice banner ad itself. This format has been dubbed “Twitter Pulse” — ostensibly reflecting there heartbeat of consumers’ thinking.
While it’s easy to dismiss this concept — I mean seriously, who wants to write something to display in a banner ad? — don’t be so quick. There’s a human element that is drawn towards interacting with a brands we enjoy. We plaster our bodies with conspicuously branded products: Nike shoes, Polo shirts, Gap jeans, ad nauseam. Seeing your name and Twitter message (even for a short time period) associated with a brand you respect is attractive to many people.
In the offline world, Mini Cooper started using RFID technology in 2007 to recognize their car owners when they drive by billboards which digitally display a custom message based based on their owner’s name and car information. Even in 2005, Brits could send short text messages to a designated number and have them displayed on a digital construction sign (you know, the ones that warn us about traffic accidents) which was used to promote a Creative Technology Festival, go figure. So the idea of customized advertisement isn’t new, it’s just new to the Twitterverse.
Another example is from Volkswagen. You simply enter your Twitter name and it “analyzes” your Tweets to make a recommendation on which VW car is best for you. Below are screen captures of the basic animation sequence:
Corny? Yes. But it is entertaining and attempts to do “something” that helps create a link in potential buyers’ minds. I applaud them for pushing Twitter and animation technology this far as you must admit, it is innovative and fun. It’s not a homerun, but it’s a decent bunt single. And in today’s day-and-age, getting on base is half the battle.
So how will you use Twitter to better engage consumers with your advertising? Would love to hear….
PS: I’ve already registered “advertweeting.com” — sorry suckers!
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Nick Gonzalez on June 22, 2009 @ 3:42 pm
Gary,
Glad you like the Twitter Pulse Ad. I enjoyed the VW campaign as well. Found it on Jeremiah Owyang’s blog (web-strategist.com).
We’re really at the very beginning of advertising starting to catch up with innovation around social media in the consumer space.