Chattanooga-based company Rock/Creek recently participated in a beta test for a new Twitter product, which allows advertisers to find and connect with potential customers.
The product is called Lead Generation Card.
After beta testing and getting feedback from early adopters, such as Rock/Creek, Twitter leaders announced this week that the cards are now open to all advertisers, such as small and medium-sized businesses that advertise on Twitter.
The product allows business leaders to use Twitter to connect with customers outside of Twitter.
Rock/Creek used the card in a promoted tweet campaign, which helped leaders get email addresses of people who wanted to enter a drawing to win a pair of Chaco sandals.
Through the campaign, Rock/Creek leaders saw a 4.6 percent engagement rate and generated more than 1,700 new email contacts in less than a week.
"I was thrilled with the cost per new email we saw with this Chaco sandals giveaway," Mark McKnight, Rock/Creek marketing director, said in a prepared statement. "Because we’re able to precisely target interests and @usernames, we also know that these people are highly likely to be interested in our products."
Twitter recently invited McKnight to its global sales conference to speak about a campaign the company did last fall using the new Lead Generation Card.
Before McKnight spoke, author and syndicated columnist Arianna Huffington of The Huffington Post gave her presentation.
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