Automakers hope top tweeters will drive sales

11/15/2010 | Wall Street Journal, The

Car manufacturers are turning to Twitter to promote their vehicles, using social-media stars, rather than real-world celebrities, to try to win over motorists. In one online video campaign, social-media figures such as Brian Solis and The Onion's Web editor, Baratunde Thurston, take turns driving a Lexus. "If we have people that are active in social media, then they can bring followers with them," said Lexus marketing executive Dave Nordstrom.

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Wall Street Journal, The

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