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


February 12, 2015

Twitter introduced Group Direct Messages on January 27, and Adidas is the first major brand to use it as a part of its marketing campaign. Adidas is selecting three fans who have been the most involved and engaged in the brand’s #ThereWillBeHaters campaign. These fans receive a direct message from soccer stars, like Real Madrid CF Karim Benzema, and the opportunity to engage in a 30-minute conversation with the star.

Adidas has chosen Group Direct Messages offered through Twitter instead of alternative forms of group chats because it can “build and deepen” relationships with their customers, according to their global social media and PR director.

Read more here.