Romney's Twitter Ad Sheds Light on Big Speech | Adweek Romney's Twitter Ad Sheds Light on Big Speech | Adweek
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Election 2012

Mitt Romney's Speech in 140 Characters

Twitter ad copy sheds light on the GOP leader's big speech
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Republican presidential candidate Mitt Romney's promoted trend ad on Twitter today sheds light on what will likely be the major themes of his prime-time speech at the GOP's national convention tonight in Tampa, Fla.

Viewers who click on the #BelieveInAmerica promo on the left side of their Twitter pages are taken to a search results landing page, where they'll see one of five creative variations of tweet copy. Buzzwords that are certain to be heard during the candidate's keynote—and will likely be repeated throughout the next two months by Romney and vp pick Paul Ryan—are peppered throughout the 140-character messages.

The Twitter ad runs for 24 hours and typically costs $120,000 per day. And as McDonald's, JetBlue and other advertisers have learned, the social nature of the site can often produce negative comments around the brand.

Following are Romney's copy variations as well as an example of a negative response:

 


Example of dissenting tweet: