Rivals go after Apple's iPad Air with Promoted Tweets

10/22/2013 | Adweek

Apple's major tablet competitors sought to "brand-jack" the company's launch of its iPad Air with Promoted Tweets targeting iPad-related keywords. LG, Microsoft, Samsung and others tried out the tactic, betting on what is still a gamble in terms of successfully shifting the conversation to other goods. "Look for more Promoted Tweets to target competitors' misfortunes rather than highlights," writes Christopher Heine.

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