Monday, June 21, 2010

To Infinity and Beyond

If you remember watching characters like Buzz Lightyear and Woody in Disney's "Toy Story" on the big screen for the first time, you were probably fascinated by the detail and clarity in the movie's graphics. Having released "Toy Story 3" this past weekend (to great critical and box office success), it appears that Disney is continuing to utilize ground breaking new techniques as it continues the story.

This time around, though, the company is using other, more behind-the-scenes techniques to bolster the movie's success. In fact, Disney has been identified by as the first company to advertise its product using the trending topics feature on Twitter.

What is a trending topic? According to the article, the use of trending topics is Twitter's "effort to monetize their platform and allow for companies to pay for greater visibility by tweeters." As such, companies can pay to have their tweet featured at the top of a search results page. The tweet will also feature a different background color, both to catch viewer attention and to help differentiate a sponsored tweet from a regular one.

Disney has tapped into this new feature to sponsor tweets about the new "Toy Story 3" movie. Do you see the promotion of trending topics as s useful or valuable marketing tool? Have you ever promoted a trending topic or been drawn to a promoted trending topic? Let us know what you think!

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