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The ad, included below, ran in today's USA Today. We're told that the 10 tweets featured were discovered by the Trident team using Twitter Search, and that all are authentic (i.e. not sponsored). Trident also used Twitter to contact each party to secure their approval, and they communicated directly with Twitter to ensure that the ad followed guidelines.
We don't know whether or not Trident's unconventional Twitter ad will influence USA Today's readers to buy the new gum more so than a typical advert, but it's definitely an interesting tactic. Using the opinions of online consumers to sell a product is nothing new, but doing so in the world of print, to a mainstream audience, is a little out there, even for the most Twitter-savvy brands.
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