Jaguar extended reach of F-Type ads via new Twitter TV ad targeting tool

Article by Anita Panait, on August 21, 2013

Jaguar used Twitter TV ad targeting to connect with people who might have seen its TV ads during a promotion for the 2014 F-Type this summer. Jaguar intensified the message of its "Your Turn" F-Type marketing campaign by sending promoted tweets to people who live-tweeted about TV shows where it commercials were shown.

Jaguar and other companies pay to have promoted tweets appear on the timelines of a target audience, even if those people don't follow them. The rationale behind this new Twitter tool is that ad messages resonate much better and purchase intent surges when a commercial spot is matched with promoted tweets.

Data from the tool’s beta phase -- which involved companies like Adidas, Holiday Inn and Samsung -- showed that people who saw the commercial spots along with promoted tweets demonstrated 95 percent stronger message association and 58 percent higher purchase intent than those who only saw the ads. Twitter announced the general availability of the new tool to companies running national TV commercials in late July 2013.

According to Doug Mooney, a Twitter senior manager, when an ad is aired during a TV show, Twitter does not only determines where and when it was ran, but also identifies those who tweeted about the program while watching. Twitter believes that a user engaged enough with a TV show to tweet about it is high likely to have seen the ads and is an ideal target for promoted tweets.

Mooney told Automotive News in an interview that without TV ad targeting, a marketer’s message ends or is cut short when the commercial ends, something that Twitter plans to change through its TV ad targeting. Twitter’s TV ad targeting allows carmaker and marketers to send their message on the social media site even after the commercial has ended. Mooney said.

The 2014 Jaguar F-Type is focused on performance, driver involvement, and agility. This represents the new two-seat, convertible sports car’s return to Jaguar’s very core, as well as its continuation of the brand’s sporting bloodline, which stretches back to more than seven decades and which encompasses some of the world’s most beautiful, desirable, and thrilling sports cars. The new F-Type joins the XK convertible and coupe versions, as well as provides the carmaker with a wider line of sports cars and GT models.

Moreover, the 2014 F-Type combines high power, low vehicle weight, and outstanding aerodynamics in order to achieve an untainted sports car experience, yet with distinctive Jaguar luxury and elegance. Specifically, the 2014 F-Type’s weight starts at 3,521 lbs, while its power comes in 340hp, 380hp, or 495hp.

In addition, the all-new F-Type is equipped with lightweight and modern soft top that functions as its very own tonneau cover when lowered. This does not only provide weight savings, but it also improves packaging as well as contributes to the car having a low center of gravity to achieve greater agility. You can fully raise or lower the top in 12 seconds at up to 30-mph speed. Its multi-layer construction also includes a Thinsulate lining, which helps with optimal sound-insulating and thermal properties.

F-Type continues Jaguar’s tradition of defining muscular and sinuous elegance through its cars. It also advances this tradition with new and bold design language. In just two assertive strokes, two heartlines define the profile and the top-down view of the F-Type. This main heartline theme starts in the blade that dissects the shark-like gills on the grille’s side.

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