Brands Have Been Broadcasting For Generations, Now They’re Starting To Listen

Did you happen to mention to @tridentlayers how you feel about the brand’s new gum? No? Where you been?
The brand-aware on Twitter did, and some of their whimsical bursts are now being placed by the brand in front of a much larger audience care of a full page ad in today’s USA TODAY.
According to Mashable, the Trident team used Twitter Search to find authentic (not sponsored) micro-messages.
Why does this ad matter? It doesn’t, except that Twitter and Facebook are now household names in this country and the two messaging services did not even exist a few short years ago. The ad itself isn’t all that, but the idea that what people are saying about a brand is suitable material for a full page ad in one of our only national newspapers, that’s notable.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.