Romney launches Twitter blast with 'Mitt for president' pitch hours away
Republican presidential hopeful Mitt Romney is going big on Twitter today with his acceptance speech from the Republican convention at Tampa, in Florida hours away . The speech is scheduled to begin at 10pm US Eastern time ( 3am UK time if you want to stay up!).
Mitt Romney: Going big on Twitter
The Romney digital team will be aiming for big Twitter buzz by entering a Twitter ad domain that often reserved for big Hollywood movies: the Promoted Trend "#BelieveInAmerica." You can check it out right now.
It's the first time a Presidential campaign has used this method to help push a message across Twitter and beyond.
Promoted Trends appear above Twitter's left-hand side list of organic trends, keywords that are getting lots of action on Twitter .
They link to a list of tweets using the trend keyword - usually in hashtag form - topped by a Promoted Tweet by the same advertiser.
"We will be the first Presidential campaign to use a Promoted Trend," Zac Moffatt, digital director for the Romney campaign, told ClickZ at the convention.
Moffatt said to trend for a day was a far more significant investment in resources," than other Twitter ad buys like Promoted Tweets and Promoted Accounts.
The Promoted Trend can cost as much as $120,000 a day. Moffatt said the campaign is not paying more than $120,000 for the ad but would not say exactly how much it would cost.
The Promoted Trend unit amounts to a national ad buy for the campaign. "The convention is one of those transformative moments when the entire country takes time to reflect," said Moffatt.
The campaign can't risk letting opponents know its online ad plans, said Moffatt, since they would "almost definitely pounce and buy up their own keyword-targeted ads on Google and Twitter to compete,"sias Moffatt. So, he was saying nothing on the actual content of the Promoted Trend.