Twitter rolls out first wave of UK brand pages

Asda: revamps Twitter page
Asda: revamps Twitter page

Asda, Cadbury, Sky and Electronic Arts are among the first 20 UK companies to set up brand pages on Twitter.

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The UK pages went live on Twitter yesterday evening (1 February). Companies can now post a branded banner and a permanent tweet containing media or a promotion, at the top of pages.

Asda has posted a YouTube clip of its latest TV ad in its permanent tweet. Its branded banner includes its "10% cheaper or we will give you your money back" price guarantee.

Cadbury's is using its brand page to promote its tier-one sponsorship of the London 2012 Olympics, offering Twitter users the chance to win tickets to the event by clicking on its banner.

It is also promoting its latest TV ad for the Creme Egg Goo Games with a YouTube clip in its permanent tweet.

Electronic Arts has set up a brand page for its Fifa Sports game, while Sky has a page for its Sky HD service, promoting the customer service it offers on Twitter.

Marketing first revealed in April last year that Twitter was looking to launch pages which would offer brands more creative opportunities on the platform in a similar way to Facebook.

Twitter unveiled the first raft of brand pages in December last year, from US advertisers including Coca-Cola and Red Bull as part of a revamp of the service.

Reports emerged from the US last week, claiming brands have to commit to spending at least $25,000 on its ad products, including promoted tweets and trends in order to roll out a page on the platform.

In the UK brand pages are free, but there is also a minimum media spend required, understood to be in the region of £25,000.

Sky was the first brand to roll out UK-targeted Twitter ads, back in September. It was shortly followed by Electronic Arts with a campaign for the Fifa 12 game.

The gaming company claimed to have seen an engagement level of 11% for its promoted trend, which is well above Twitter's average "benchmark" for promoted trends, of 3% to 6%.

Follow Sarah Shearman on Twitter @Shearmans


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