Coldwell Banker funneling TV viewers to social media

Ad campaign features Twitter hashtag instead of website URL

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Coldwell Banker Real Estate’s 2013 TV ad campaign intensifies the franchisor’s focus on the emotional and psychological appeal of homeownership while highlighting the important role social media plays in the firm’s branding.

As part of the "Blue Carpet" ad campaign announced last month, Coldwell Banker will run 30-second television spots during the year’s major music, movie and TV award shows on national TV networks, with a debut set for the Feb. 10 Grammy Awards on CBS.