The ASA adjudication on the Snickers ad campaign on Twitter featuring Katie Price and Rio Ferdinand, where both parties were cleared of breaching advertising codes, made positive reading. What was first branded a ‘social media stunt’ could signal a green light for such innovative campaigns.
Consumers are given every credit for understanding that these celebrity tweets were part of marketing.
In the US, big brands use enhanced Twitter profille pages that enable tweets to be posted under a ‘promoted’ banner. Cadbury and Sky are currently trialling this in the UK and it will be fascinating to see if brands take it up here.
Kim Walker, partner, Thomas Eggar LLP