Sunday, September 20, 2009

Display Advertising: Utilising Twitter

This is an example of an that pulls in two customised Twitter feeds, based on keyword searches of the micro-blog. It was created by Weapon7 for the charity FAS Aware.

The banner aims to increase awareness of Foetal Alcohol Syndrome. It pulls in live tweets that includ the phrases ‘I need alcohol’ and ‘I am pregnant’. The call to action is: Block Alcohol. When clicked, the message "When alcohol is removed, so is the risk of Foetal Alcohol Syndrome" is displayed.

What's really interesting about the ad is that you are accessing content that has actually been generated by the general public, and is always updating and refreshing itself. From a technical point of view it was necessary to create a tool that would search Twitter for tweets containing the phrases required.

Weapon7 describe the digital strategy as creating connections with young women, and, as Twitter has got sa large and continuously increasing usage, they thought it would be a powerful tool to tap into to make the point. They started with it in mind to find a way to use authentic tweets, as they have stand-out and authenticity.

Creative Director at Weapon7, Jeremy Garner, said "[The campaign] was about real people and how alcohol and pregnancy fits into their lives. We wanted to create an ad that made people think, and allowed them to draw their own conclusions".

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