In the past few days, while flipping through YouTube videos, one cannot help but have the eye catch the gigantic rich media banner (950x250) dedicated to the launch of the new Volvo XC60.
Far from being a regular banner, this one contains multiple goodies, including photos, videos, games, and most importantly a tweet update that shows the updates on the Volvo XC60 Twitter page.
Launched last Friday, this Twitter profile already has 1,400 followers. This campaign has the purpose of helping to achieve several goals: to get more people to visit the Volvo dealerships, to build notoriety around the new model, let people know about different events coinciding with the launch (test drives, demonstrations) and to create dialogue with consumers on the Twitter profile.
The blue bird is definitely creating its nest around the population, and moving away from the technophiles that have already been using the service for the past 3 years. Certain brands became aware of the immense proportions the Twitter phenomenon was taking on, and some of these made very good use of it. Some of these examples are Renault_Live, with its events feed, and DellOutlet with 300,000 followers. (For more information about brands (not) using Twitter, read The CAC 40 Companies Absent From Twitter.)
Very en-vogue at the moment, the micro-blogging site creates a serious buzz across the board. In the past few months, its audience has become larger and larger, and it seems to be omnipresent across almost all media. Thanks to its simplicity of use and to the different ways it can be used, Twitter has truly become a mainstream communication tool.