According to AdWeek, Excedrin won the final presidential debate with their #DebateHeadache sponsored Twitter tweets.
The first one, which went live at 3 am, said: "The possibility of a #DebateHeadache is high. Be prepared with Excedrin (R)." The visual was a photo of the product with the line: "64% of Americans say avoiding headaches is impossible during a presidential election." You can view all six tweets here...
By the time Wednesday ended, Excedrin had 46,000 Twitter mentions, representing a 3,100% increase versus the previous day. Mentions spiked by 602% during the debate compared to the hour prior. (Heine, 2016)
Pretty impressive. But apparently the promoted trend cost "hundreds of thousands of dollars" and costs were increased further by a scattered overlay of additional promoted tweets.
So the question is, was this a smart move? Will it translate into increased sales? Has a tweet ever convinced you to buy something? If so, what?
Heine, C. (2016, October 20) Excedrin Won the Debate on Twitter Before It Even Started by Curing Your #DebateHeadache. adweek.com. Retrieved October 21, 2016, from