Twitter comes to TV commercials

Maybe Naked Pizza was on to something. SoBe believes it might be the first advertiser to promote its Twitter account at the end of a TV commercial. This afternoon, it used its @sobeworld account to show off the ending to its new 15-second spot for SoBe Lifewater, which ends with a call to action to visit twitter.com/sobeworld. And here I thought Vitaminwater was rocking the boat by promoting its Facebook page during NCAA tournament ads. These tactics still have a flavor-of-the-month feel to them. The test will be how SoBe's Twitter follower count, now at 1,641, changes after the spot runs. But it shows how quickly brands are adapting to changes in Web behavior. It wasn't all that long ago that many interactive agencies had to implore ad agencies to include a Web URL in spots. The question is whether Twitter, Facebook and other social tools will take over from campaign sites as the call to action for many brands. After all, that's where the social action is, and it holds the promise of developing an ongoing relationship rather than a quick drive-by.

—Posted by Brian Morrissey

May 8, 2009 in News and Analysis | Permalink