My personal relationship with Twitter hit a milestone on Christmas Eve. For the first time, a Promoted Tweet — an ad, essentially — made me want to laugh and share rather than grimace and push on through my news feed. Even better, from Twitter’s perspective, is the fact that I was on the mobile app when it happened.
The promoted tweet, perfectly timed for holiday joke-telling, was so witty, subtle and brief, I don’t even mind giving the company some free publicity by repeating it in a story. It was from Dos Equis, and simply read: “He speaks reindeer.” No further words, nor even a link, were necessary. (I don’t often remember promoted tweets, but when I do …)
Ads that work this well are extremely hard to blend into social media, even harder to accomplish in a mobile context. As we discovered in 2012, the formula is almost impossible to get right, and getting it wrong means pissing off millions of users.
for more info: http://goo.gl/zbacf