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Coldwell Banker funneling TV viewers to social media

Ad campaign features Twitter hashtag instead of website URL

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. The ad, which also airs Feb. 24 during the Oscars on ABC and Sept. 22 during the Emmys on ABC, ends not with a promoted website URL like last year's TV ad, but with a Twitter hashtag: #CBbelieves.Hashtags help the estimated 200 million active Twitter users follow a topic through time on the popular, but fast-moving, social media platform. "We want the conversation to be front and center," said David Marine, Coldwell Banker's senior director of consumer engagement. The firm has no plans to adver...