This Adweek article highlights Evian’s real-time marketing campaign using Twitter. The campaign use real-time tweets to individuals who were thirsty. Individuals who responded received a bottle of Evian water from a team of brand ambassadors. In addition to the article from Adweek, here is a YouTube video explaining the Twitter real-time campaign.

Discussion Questions:

  1. What are your thoughts about the Evian campaign?
  2. What statistics did Evian use to support that the real-time Twitter campaign was successful? Do you think these statistics support the campaign as being successful? Why or why not?
  3. From the article and video, how would you describe the target market who responded to the campaign?
  4. Do you think Twitter is a good social media venue to use for real-time marketing? Why or why not?

 

About Dr. Ken Clow

Co-author of textbook.

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