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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