Coca-Cola’s ad campaign in Romania seems to have rewritten the rules again, this time by merging TV advertising with online conversation through live tweets on Twitter.
The ad shows this directly: the space usually reserved for on-screen captions instead displays live tweets using a specific hashtag, in this case #LetsEatTogether. The marketing agency behind it, MRM Worldwide in Romania, picks five to seven tweets to feature during each airing.
The campaign is aimed at the roughly 60% of people who usually eat lunch alone or in front of the TV. Most of the featured tweets are invitations to eat together, ideally, of course, with a Coca-Cola on the table.
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