How badly would an airline have to scorn you to spur you to purchase a promoted tweet to bash them?
Whatever that breaking point is, Chicago businessman Hasan Syed reached it. He paid to promote a tweet in the New York and United Kingdom markets to urge people, “Don’t fly @BritishAirways. Their customer service is horrendous.”
Promoting a tweet makes it more visible by targeting certain keywords or types of users. The cost of a promoted tweet is generally determined by how many people interact with that tweet; buyers set their own advertising budgets.
Syed tweeted the results of his campaign: He spent $1,000 and earned a little over 73,000 impressions.
“I thought maybe it might be interesting to see how promoted tweets might work and if that would get anyone’s attention,” he told Time‘s Moneyland blog.
Syed told The Guardian that he was ticked about the airline’s handling of his father’s lost luggage.
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JetBlue marketer Marty St. George had this to say about it:
Interesting; a disgruntled customer is buying a promoted tweet slamming a brand where they had a bad experience. That’s a new trend itself!
— Marty St. George (@martysg) September 3, 2013
British Airways offered the following statement:
We would like to apologise to the customer for the inconvenience caused. We have been in contact with the customer, and the bag is due to be delivered today.
Syed claimed victory:
I got what I wanted. I win.
— (@HVSVN) September 4, 2013