Disney’s Toy Story 3 has had the privilege of becoming Twitter’s first Promoted Trend this week to coincide with the release in cinemas this weekend. Promoted Trends is a new feature that is currently being tested by Twitter as part of its efforts to start bringing in revenue through advertising.
Back in April Twitter announced Promoted Tweets as its first attempt at utlising advertising on the micro blogging platform and Promoted Trends is an addition to this.
According to Twitter “Promoted Trends are a new advertising concept we began testing this week; they are an extension of our Promoted Tweets platform.
“With Promoted Trends, users will see time-, context- and event-sensitive trends promoted by our advertising partners. These Promoted Trends initially appear at the bottom of the Trending Topics list on Twitter and are clearly marked ‘Promoted.’ As conversations about the topic increase, Promoted Trends may move up the list.”
On top of this, Twitter has also stated that topics can only become promoted if they are already being actively discussed in the Twitter community.
As you can see from when you log-in to Twitter, the Promoted Trend stands out from the rest of the trending topics due to the yellow “Promoted” button next to the topic. So even though promoted trends initially appear at the bottom the trending topic still gets a lot of exposure.
This is likely to be a very effective tool and using Toy Story 3 is the perfect way to demonstrate this new feature as it is markets such as this that are likely to benefit from this service.
June 23rd, 2010 at 9:57 am
Great idea and clever marketing concept from Twitter, both benefiting from each other. I take it that this promotion concept only works with popular tweets.