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:
- What are your thoughts about the Evian campaign?
- 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?
- From the article and video, how would you describe the target market who responded to the campaign?
- Do you think Twitter is a good social media venue to use for real-time marketing? Why or why not?
Clow/Baack 