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Adidas is the first major brand to use Twitter’s Group DM for marketing

Via Mashable : Well, that was quick. Less than two weeks after rolling out its Group Direct Messages, a marketer has jumped onto the platform.

On Friday, Adidas started rewarding fans for their support of the brand’s #ThereWillBeHaters campaign by offering a private group conversation with some soccer stars on Twitter, including Real Madrid CF star Karim Benzema.

The brand is choosing three fans who have been most engaged with campaign on Twitter; they will be privy to a 30-minute chat with Benzema. So far, the campaign is netting the expected amount of exultant tweets:

adidas marketing plan

adidas marketing mix

Twitter introduced Group DMs on Jan. 27. The format can accommodate up to 20 people at a time.

Though there are alternatives formats for such conversations, including group texts and WhatsApp, Adidas sees Twitter’s Group DMs as a way to “build and deepen” relationships with customers, according to Robert Hughes, global social media and PR director for Adidas Football.

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