Coca-Cola was one of the first brands to pay for a ‘promoted trend’ ad on Twitter, timing it with the England / USA match at the World Cup. The company says its ad was seen 86 million times by users in 24 hours, and had an engagement rate of 6%. “The amount of impressions in such a short period of time around our whole World Cup campaign, to me it was a phenomenal time,” says Coke’s VP for global interactive marketing Carol Kruse. The ad congratulated both teams and linked to Coca-Cola’s videos on YouTube. Kruse didn’t say how much Coke spent on the campaign, but it will be interesting to see which (if any) major labels give promoted trends a try in the coming weeks. Source: Financial Times
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