Soft-drink giant Coca-Cola has seen 'phenomenal' results from its purchase of promoted tweets on Twitter, witnessing 85 million views within the first 24 hours.
The company, the second to sponsor a trending topic using promoted tweets, also saw an engagement rate of six per cent compared to just 0.02 per cent of regular online advertising.
Carol Kruse, vice-president for global interactive marketing at the firm, said: "We have formed fabulous relationships with Facebook, YouTube and Twitter. We get a lot of first looks and we jumped on that one [promoted tweets] immediately.
"It is the perfect example of us wanting to learn in this space."
Coca-Cola did not reveal how much this advertising campaign cost but Ms Kruse indicated that it had not been expensive compared to other forms of online marketing.
The firm launched its promoted tweets during the World Cup matches on Wednesday June 23rd, when the US and England qualified for the knock-out stages.
Promoted tweets were launched by the social networking site Twitter in April. They allow brands to sponsor a trending topic, which appears on each user's homepage.
The first company to use this form of advertising was Pixar, which endorsed its latest summer blockbuster, Toy Story 3.
