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
