US stars tweet against Cash
In den USA breitet sich eine neue Werbeform rapide aus: Celebrity Micro Endorsement über Twitter.
Platforms such as SponsoredTweets.com or Ad.ly can be used to book celebrities to make micro endorsements (recommendations) for products or services via Twitter. In England, Range Rover recently recruited 40 celebrities to tweet about the new Range Rover Evoque 4×4.
The company Ad.Ly (http://ad.ly) has 5,000 US celebrities under contract who are willing to tweet micro endorsements for a fee. The small advertising messages are a lucrative source of extra income, earning stars such as 50cent, Snoop Dogg, Linkin Park and Lindsay Lohan up to 50,000 dollars a month. Ad.Ly's services are already being used in the USA by brands such as Microsoft, Toyota, Sony and Kia. Snoop Dogg, for example, recommends the Bing search engine to find the biography of his friend Jay-Z. Ad.Ly is now making the move to Europe and is not only signing superstars and stars in England, but also athletes and participants in casting shows. Ad.Ly offers them the opportunity to extend their brand life and make it more lucrative.
Ad.Ly makes it easy for celebrities to tweet advertising messages. They receive a message from Ad.Ly and have 24 hours to reject or publish it. The real stars earn up to 5000 USD per tweet. In the USA, the celebrity micro endorsements are marked with #ad or #spon. This allows followers to recognize that it is advertising. No corresponding regulations have yet come into force in Europe. The celebrity micro endorsement by Range Rover has triggered discussions in England as to whether Twitter can be misused for "hidden" advertising with celebrities. The discussion is incomprehensible, as celebrity endorsements are nothing new. Celebrities advertised for Lux soap in the 1950s, today they do it for LOréal. Back then they did it in a declared advertising environment, today they do it via their own communication channels such as Twitter. The only question is whether they do it openly or covertly.
For purists, Twitter should be ad-free and exclusively for communication between the user and their followers. Among other things, they fear that recommendations without advertising could shake fans' trust in their idol. Anyone who holds such an opinion does not believe in the responsible consumer. Bernhard Russi and Roger Federer would hardly shake the trust of their fans if they sold micro endorsements for Subaru or Credit Suisse. Imre Sinka
The company Ad.Ly (http://ad.ly) has 5,000 US celebrities under contract who are willing to tweet micro endorsements for a fee. The small advertising messages are a lucrative source of extra income, earning stars such as 50cent, Snoop Dogg, Linkin Park and Lindsay Lohan up to 50,000 dollars a month. Ad.Ly's services are already being used in the USA by brands such as Microsoft, Toyota, Sony and Kia. Snoop Dogg, for example, recommends the Bing search engine to find the biography of his friend Jay-Z. Ad.Ly is now making the move to Europe and is not only signing superstars and stars in England, but also athletes and participants in casting shows. Ad.Ly offers them the opportunity to extend their brand life and make it more lucrative.
Ad.Ly makes it easy for celebrities to tweet advertising messages. They receive a message from Ad.Ly and have 24 hours to reject or publish it. The real stars earn up to 5000 USD per tweet. In the USA, the celebrity micro endorsements are marked with #ad or #spon. This allows followers to recognize that it is advertising. No corresponding regulations have yet come into force in Europe. The celebrity micro endorsement by Range Rover has triggered discussions in England as to whether Twitter can be misused for "hidden" advertising with celebrities. The discussion is incomprehensible, as celebrity endorsements are nothing new. Celebrities advertised for Lux soap in the 1950s, today they do it for LOréal. Back then they did it in a declared advertising environment, today they do it via their own communication channels such as Twitter. The only question is whether they do it openly or covertly.
For purists, Twitter should be ad-free and exclusively for communication between the user and their followers. Among other things, they fear that recommendations without advertising could shake fans' trust in their idol. Anyone who holds such an opinion does not believe in the responsible consumer. Bernhard Russi and Roger Federer would hardly shake the trust of their fans if they sold micro endorsements for Subaru or Credit Suisse. Imre Sinka
