Thursday, October 25, 2012

Live tweets on a print ad?

Research has proved to advertisers for years that a media mix is one of the most successful ways in creating a strong campaign. Would combining multiple media in one platform make the campaign even stronger?

The CW Television Network recently combined print and social media in a branding effort. According to Mashable Business, the network created a print insert with a small LCD screen in the center. The screen looped a short video and followed up with the most current six tweets from @CW_Network. Approximately 1,000 ads were inserted in Entertainment Weekly in Los Angeles and New York.

The intention was to align the network digitally; therefore, the Twitter feed was monitored to see how often the CW’s tweets were retweeted. Fans could retweet in hopes of making it onto the ad.

This is the first print ad to have a live Twitter feed, and it could lead to more integrated ads in the near future.

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