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29 Nov

Was the Washington Post ‘s Twitter ‘Election’ sponsorship a success? Yes

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In a recent interview with On The Media, Twitter co-founder Evan Williams mentioned that The Washington Post’s purchase of the trend ‘election’ yielded a “9 percent engagement rate.”

Host Bob Garfield added context to the result by saying “the click through rate on a display ad across the Internet is substantially less than 1 percent.”

NOTE: Jump to 3:25 to hear the exchange.

At posting, there is no transcript at the moment, but here’s a link to the story: http://www.onthemedia.org/transcripts/2010/11/26/04

Whether it was a gimmick and a proof of Twitter advertising concept, you have to admit it is a bit of a success… well, compared to the crappiness of Internet advertising, which you know is, well, crap.

Two questions come to mind:

1. Whose idea at WaPo was this?

2. What were the factors in this scenario that made for a “success?”

If you know the answer to Q1, let me know. And what’s your theory on Q2?

  1. November 29th, 2010 at 09:57 | #1

    A bit of a success. I have a feeling that the early bird gets the sponsored hashtag attention.

    Will be interesting to see if sponsored hashtags are able to sustain an audience. Big ones maybe: #Election #SuperBowl #Oscars … Haven’t seen stats yet on #BlackFriday sponsored by Target.

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