Nike has that knack of running cutting edge campaigns wherein they don’t need to do much… it automatically goes viral and the momentum builds and takes over. The MakeItCount campaign currently running in Twitter is one such campaign. One of the terms trending ‘Worldwide’ in Twitter right now (Jan 1, 2012) is #makeitcount, which is a Promoted product from Twitter.

As we covered in one of my earlier blog posts, as of now, the 3 Promoted products from Twitter include: Account, Tweet & Trend. Nike has opted for both the Promoted Trend & Tweet for this campaign. On the screenshot above, we can see the Promoted tweet from Nike as well: “How will you #makeitcount in 2012?” Clicking on the link takes us to: http://www.nike.com/en_us/makeitcount?cp=TWITTER_2801.1887

Type in whatever you wish, and click on “Submit Tweet” which will open up a separate window (if you’re already logged in to Twitter) and you can tweet it. This is an excellent way of using 2 Promoted products from Twitter, mashing it up with a superb landing page and making it easy for end-users to tweet and participate in the campaign in one single click.

The essential ingredients for an excellent Twitter-based campaign includes:

  • A promoted Trend
  • A promoted Tweet (backing the Trend)
  • A landing page with excellent UI and UX which makes it a 1-click function for end-users to participate and finish the job

As it so happens, the Promoted products from Twitter are exorbitantly expensive right now and beyond the reach of startups, SMEs and SMBs. As my blog post showed, it requires a substantial investment.

1. Promoted Account:

  • CPF rate: Cost-per-follower, i.e. you pay Twitter when someone follows you.
  • Minimum bid: $0.50
  • Usual rate: $2.50 – $4.00
  • Commitment: Advertisers must commit to 3 months
  • Minimum Investment: $15,000 (~ INR 8 Lacs)
  • Usual Investment: $15,000 – 25,000 for a 3-month period

2. Promoted Tweet:

  • CPE rate: Cost-per-engagement, i.e. you pay Twitter when someone clicks, favorites, retweets and “@Replies” your tweet.
  • Minimum bid: $0.10
  • Usual rate: $0.75 – $2.50
  • Commitment: Advertisers must commit to 3 months
  • Minimum Investment: $15,000 (~ INR 8 Lacs)
  • Usual Investment: $15,000 – 25,000 for a 3-month period

3. Promoted Trend:

  • Fixed cost rate
  • Daily rate: $120,000 (~ INR 64 Lacs)
  • Minimum Investment: 1 day

But do not worry – you can use a particular hashtag in place of a Trend and use it for going viral. In such a case, the ingredients would be:

  • A particular hashtag (say, #makeitappear)
  • Regular tweets from your company twitter account (say, 15 tweets daily)
  • A landing page with excellent UI and UX which makes it a 1-click function for end-users to participate and finish the job

Critics may argue – dude! this may work but we wouldn’t be featured in the ‘Trending’ column. Yes, you wouldn’t be. But the main issue here is having a meaningful engagement with existing customers, acquire new ones and increase online visibility and branding.

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About sghoshoxon

Born in India, educated in Moscow, worked in the UK; Subhasish speaks English, Russian, Hindi & Bengali. Marketing // Strategy // Consulting, Active Blogger, Social Media Evangelist, Apple fan; Thanks to all for reading my blog posts, with 'FewRandomRantings.Wordpress.com' reaching 74,000+ visits since inception. Follow me @nerdometer.

One response »

  1. Enjoyed studying this, very good stuff, thanks . “Management is nothing more than motivating other people.” by Lee Iacocca.

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