Asda, Cadbury, Sky and Electronic Arts are among the first of 20 UK companies to set up brand pages on Twitter.
Twitter have spent the last year coming up with effective brand pages which would allow businesses to have increased creative and money-making potential on their platform, in a similar way to Facebook brand pages. The new pages were introduced last week, which enable companies to post a branded banner and promotional tweet which permanently appears at the top of the pages.
Back in September, Sky was the very first brand to use targeted UK Twitter ads, closely followed by Electonic Arts who used Twitter to promote the Fifa 12 game. Electronic Arts later revealed that as a result their engagement level for the promotional trend reached 11%, well over the average benchmark level of 3-6%.
Asda used their brand page to post a YouTube clip of their recent TV advert with a branded sales banner promoting a 10% cheaper or money back guarantee.
Meanwhile Cadbury’s chose to use the new brand features to promote their partnership with the London 2012 Olympics, offering followers the opportunity to win tickets. Like Asda, it has also posted a link to the latest TV advert for the new Creme Egg Goo Games.
The brand pages were first revealed in the US last December for Coca-Cola and Red Bull. However, it seems the pages are currently only available for bigger companies, after a report has emerged claiming that only brands that have spent at least $25,000 on ad products will be able to roll out the new page format.
In the UK brand pages are currently free of charge, although similarly there is a required minimum media spend of around £25,000 – although Twitter say it will be rolling out more widely in the “coming weeks and months”.
