Vince Bond Jr.
Vince Bond Jr.
Reporter and Community Editor

For Jaguar, new Twitter tool helps luxury brand 'win the moment'

Vince Bond Jr. is social media coordinator for Automotive News.Vince Bond Jr. is social media coordinator for Automotive News.
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For a brand like Jaguar -- with a limited marketing budget -- a new tool from Twitter is allowing its ad message to carry a little more weight.

Jaguar used the latest feature from Twitter to engage people who likely saw the automaker's TV ads during a promotion for the 2014 F-Type this summer.

Through Twitter TV ad targeting, Jaguar amplified the messaging of its "Your Turn" F-Type marketing campaign by funneling promoted tweets to people who live-tweeted about TV shows that were flanked by Jaguar's commercials.

Companies pay to have promoted tweets show up on the timelines of a target audience, even if those people don't follow them.

The point behind Twitter TV ad targeting is clear: Ad messages resonate better and purchase intent rises when a commercial is matched with promoted tweets.

Data from the beta phase, which also included companies such as Holiday Inn, Samsung and Adidas, showed that people who saw commercials along with promoted tweets demonstrated 95 percent stronger message association and 58 percent higher purchase intent than those who saw TV ads alone.

There was a beta release of this technology in May and Twitter announced its general availability to companies running national TV commercials in late July.

When a commercial airs during a TV show, Twitter not only determines where and when it ran, but can identify those on the network who tweeted about the program as they watched, said Doug Mooney, a Twitter senior manager.

Twitter believes a user engaged enough with a TV show to tweet about it is very likely to have seen the commercials and is a perfect target for promoted tweets.

"Without TV ad targeting, an auto marketer's message ends or is at least cut short when the commercial ends," Mooney said in an interview. "Adding Twitter to the media mix, and specifically TV ad targeting, changes that. It lets marketers and automakers continue to tell their story on Twitter long after the commercial has ended."

Jaguar expanded the reach of the "Your Turn" F-Type ads with promoted tweets pushing the #MyTurntoJag social media contest where people had to make their cases for why it was their turn to drive the new two-seat convertible. People turned to Twitter, Instagram and Vine -- a mobile video app -- to make their pitches to win a test drive.

The four winners -- accompanied by famous faces such as singer Kelly Rowland and San Francisco 49ers quarterback Colin Kaepernick -- were filmed during their test drives in New York, Los Angeles, Miami and Chicago.

A Jaguar communications manager said in a statement that the company saw a "direct increase in engagement and entries" to #MyTurnToJag because of TV ad targeting. The social media campaign ended last week with the unveiling of Kaepernick's video with winner Donald Dean in Los Angeles.

Ad spend

The 10 largest automakers spent more than $6 billion in TV advertising alone in 2012, according to Kantar Media, and Twitter TV ad-targeting can ensure that these campaigns reach ideal audiences.

And for those who believe Twitter advertisements are a waste, think again.

With more than 30 million Twitter users in multicar families, Mooney said Twitter is prime real estate for automakers to reach out and creatively humanize their brands to potential buyers.

Mooney had a couple of ideas on how automakers could leverage promoted tweets, including showing crash tests or highlighting the interior of luxury vehicles in video clips.

"TV ad targeting really aligns well given the huge portion of automaker ad dollars that are already allocated for TV. This is definitely clear whenever we watch major sports events like the Super Bowl, events like the MTV Music Awards or the Grammys or even popular reality TV," Mooney said.

"Auto commercials are frequently present during huge cultural moments. Twitter offers the opportunity for marketers and brands to win that moment."

You can reach Vince Bond Jr. at vbond@crain.com. -- Follow Vince on Twitter

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