4INFO, a mobile ad network and text alert service, conducted a test last month to see if they could use mobile advertising to get consumers to start following brands on Twitter. Based on the results, released by the company this week, the trial is being considered a success.
Six brands participated in the trial, and all saw an increase in followers on Twitter, although results varied widely. On the high-end was TurtleWax, which saw its followers jump by 3,033 percent. United Fighting Championships jumped by 2,001 percent, Microsoft (NSDQ: MSFT) Exectweets grew by 522 percent, and then at the bottom of the list was HFM Road and Track, NBA and Eggland’s Best Eggs, which respectively increased by 69 percent, 49 percent and 66 percent.
A spokesperson said they aren’t claiming that all of the new visitors came on board because of 4INFO’s advertising efforts. In particular, the trial occurred during UFC’s championships. However, the company said that Eggland, which had a very small following, saw a huge increase in awareness, and recorded a click-through rate of 1 to 2 percent. “What this shows, as we had hoped, is that our audience represents a highly engaged audience that is receptive to getting updates on their mobile phone and playing with content on their phones. It also shows that the 4INFO audience is where a brand can really connect with followers.”
Now that the trial is complete, the real work must be done. In a previous interview, 4INFO’s Zaw Thet told mocoNews that the company also plans to determine the value of a Twitter follower. Thet:
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