The online whiteboard of Kristofer Palmvik
Every company wants its online videos to go viral, but few companies go so far as to actually give consumers an incentive for sharing. Adidas, however, is doing exactly that in a highly interactive push to promote its lightest-ever footwear and apparel lines over NBA All–Star Weekend.
Twitter’s challenge is to filter out the bad actors at the same time it rolls out an advertising platform that generates revenue from marketer interest in real-time search, while making sure the marketing itself doesn’t destroy the medium it’s trying to leverage. The dirty secret of Twitter’s war on spam? A significant amount of it emanates from clumsy marketers that just don’t know any better.