Sporkings: PepsiCo, the owner of Mountain Dew soda brand has
rented a bowling alley in Brooklyn to throw a "taste test” party. They
were testing the brand new "Ultraviolet” diet soda. Most of the guests
were Twitter users and fans. On a projector screen, everybody could
watch Twitter search queries related to @mtn_dew and occurrences of the hashtag #newdietdew.
People were really starting to enjoy the new product and Twitter
searches for #newdietdew showed that it received very few negative
responses to the taste test. From within the guests, one could hear
exclamations like "truly the king of sodas,” "like drinking a
rainbow…everybody knows the best part is the purple,” and "THE summer
cocktail mixer of ‘09.” This could be partly because some tweets could
win prizes like an HDTV or a casino weekend package.
In the end, nobody knows for sure if this Twitter advertising campaign
will work or not. "You can use Bitly-type links that have specifics and
analytics baked in, but you need to have a pretty clear business goal to
know whether it worked…Were you trying to raise brand awareness? Were
you trying to get a certain amount of traffic to a certain page? You
have to be measuring the actual business role you were trying to get
done.” – Laura Fitton, Pistachio Consulting |
