It is unlikely that “Toy Story 3″ needed any help building awareness as it stormed the box office this weekend and earned USD $109 million in North America making it Pixar’s biggest opening. However, Disney was taking no chances. On top of the massive print, television and outdoor advertising campaigns the studio threw social media into the marketing mix.
As we’ve already reported, Disney was the first studio to sell tickets through Facebook, the world’ largest social networking site. On Wednesday they became the first company of any kind to purchase a trending topic on Twitter, the popular micro-blogging platform.
For those of you who don’t know, Twitter allows users to post messages of no more than 140 characters to groups of friends and followers. It’s kind of like sending a mass SMS message to those who have subscribed to your Twitter feed. Rather than receive messages on their mobile phones, most users actually visit Twitter’s website to read this stream of messages. Others use desktop applications to keep up with Twitter posts.
Either method allows users to see a list of Trending Topics. These topics are the top 10 most popular phrases being used on Twitter at that moment. Lately the Trending Topics list has been filled with phrases associated with the FIFA World Cup. Last Thursday the list became clogged with topics surrounding the Los Angeles Lakers NBA title.
Popularity: 12% [?]
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