As one of the first advertisers to test promoted Tweets on Twitter, Coke's results offer promise to future advertisers - and a platform for discussing objectives.

Coca-Cola became the second company (following Disney/Pixar) to advertise as a Trending Topic on Twitter last week, garnering 86 million impressions and an engagement rate of 6% as a result.  Last Wednesday’s matches – which included the US and, separately, England – served as a proverbial double-edged sword for the brand; a peak time for Twitter activity, but a risk for interruptions in Twitter service. In this case, the risk paid off for Coke – particularly given that the Twitter buy, at an estimated tens of thousands of dollars, is still a much smaller expense than that of other typical Coke ad buys.

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