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Coke All Atwitter With Twitter

The company is experiencing 'phenomenal' results from a recent Twitter campaign.
June 29, 2010

ATLANTA, GA - Only the second brand to sponsor a "trending topic" using Twitter's promoted tweets, Coca-Cola realized "phenomenal" results from its first paid advertising venture on Twitter, The Financial Times reports.

The beverage giant integrated its ads into online discussions last week related to the World Cup and realized 86 million impressions or views of the ads within 24 hours, according to Carol Kruse, vice president for global interactive marketing at Coca-Cola.

Additionally, Coke reported a click-through rate of six percent, compared to approximately 0.02 percent of people who click on a traditional online advertisement.

"The amount of impressions in such a short period of time around our whole World Cup campaign, to me it was a phenomenal time," Kruse said. "It made this emotional connection at the time, it was great."

Twitter first unveiled its advertising system in April, allowing companies to pay to display their posting on search pages of popular topics.

Coke's work with Twitter continues its advertising commitment to social media.

"We have formed fabulous relationships with Facebook, YouTube and Twitter," Kruse said. "We get a lot of first looks and we jumped on that one [promoted tweets] immediately. It is the perfect example of us wanting to learn in this space."

Coke's Twitter messages offered congratulations to the British and American teams, linked to YouTube videos, and invited people to "share their celebration" of their teams' success.

Many large CPG companies have expressed encouragement about the advertising potential of social networks. Last week, Procter & Gamble's chief marketing officer acknowledged that the world's largest advertiser was "with Facebook in a big way."

And a Unilever spokesperson raved about social networks, saying they allowed an opportunity to create a deeper "one-to-one" relationship with consumers.