Virgin America says ROI is there for Twitter’s promoted tweets
Virgin America has given the thumbs up to Twitter’s new promoted tweets programme after it took the move of announcing its expansion to Toronto “without the support of traditional advertising”.According to a piece in Ad Week the use of promoted tweets, which were announced last month, proved a major hit. Virgin used the Promoted Tweets as the sole means of announcing its expansion into Toronto with a deal offering a whopping 50% off for the first 500 travellers flying out of California.
Porter Gale, Virgin’s vice president, marketing, said that using Twitter the offer sold out in three hours. In the process it also added 12,000 followers – leaping to 76,531 – and helped Virgin America record its fifth-highest sales day in its history.
Clearly, being one of the first advertisers involved in the promoted tweets programme helped here, but Virgin America has also shown that the two way nature of the promotion that Twitter allows makes it particularly powerful.
Virgin America was one of handful of early adopters including NBC Universal-owned Bravo and Red Bull, which said that engagement rates had been higher than traditional cost-per-click and CPM advertising.
All Comments
Ok, so i hope in that ROI calculation they took into account the cost to them of the 500 seats at 50% off.
Somehow i think they didn’t.
Cheers,
Dean Collins
http://www.Cognation.net
I think in theory sponsored Tweets can work. But I really think you should look at it only from a location-specific strategy.
Dean you might be right, but they certainly ensured that all those seats were filled. You can’t always do that.
It is going to be interesting Ben to see different approaches emerge. Location based stuff can always be very powerful, but it could be anything with an offer possibly, which could open interesting opportunities for retailers maybe.
[...] Virgin America says ROI is there for Twitter’s promoted tweets | The Wall Blog Porter Gale, Virgin’s vice president, marketing, said that using Twitter the offer sold out in three hours. In the process it also added 12,000 followers – leaping to 76,531 – and helped Virgin America record its fifth-highest sales day in its history. (tags: twitter roi) [...]
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