Well, that was quick. Less than two weeks after rolling out its Group Direct Messages, a marketer has jumped onto the platform.
On Friday, Adidas started rewarding fans for their support of the brand's #ThereWillBeHaters campaign by offering a private group conversation with some soccer stars on Twitter, including Real Madrid CF star Karim Benzema.
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The brand is choosing three fans who have been most engaged with campaign on Twitter; they will be privy to a 30-minute chat with Benzema. So far, the campaign is netting the expected amount of exultant tweets:
Thank you @adidasfootball for the best day of my life ❤️ will never forget this and thank you @Benzema for being you! pic.twitter.com/jMFL4nFDNL— Hassib sbeiti (@HassibSbeiti) February 6, 2015
THANK YOU @adidasfootball AND @Benzema for the AMAZING opportunity!!! unREAL ! HALA MADRID pic.twitter.com/XLSkMGO3qj— Cody (@codywilson10) February 6, 2015
Twitter introduced Group DMs on Jan. 27. The format can accommodate up to 20 people at a time.
Though there are alternatives formats for such conversations, including group texts and WhatsApp, Adidas sees Twitter's Group DMs as a way to "build and deepen" relationships with customers, according to Robert Hughes, global social media and PR director for Adidas Football.