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 now head of brand strategy and creative direction at Bonehook in Portland, Oregon.