Marketing Week today reports that Range Rover has launched a Twitter campaign that features celebrities tweeting about its new car.

The car company has recruited the likes of model Daisy Lowe and TV presenter Ben Shepherd to drive its new Evoque 4×4 and tweet about their experiences on the social networking site.

Celebrities are now making up to £32,000 a month from being paid to promote brands and products on Twitter.

In the US, promoted tweets have to be preceded by the words “ad” or “spon,” but there are no rules in the UK that mean celebrities have to highlight messages are paid-for promoted tweets.

The likes of Snoop Dog and 50 Cent have already been utilised by a number brands through sites like Ad.Ly, a social media advertising portal which matches celebrities with brands for Promoted Tweets.

The site claims to have 5,000 celebrities on its register, with a collective reach of 100 million people.

Source: www.marketingweek.co.uk

Ben Howard of Cool Publicity believes that although celebrity endorsements are common within traditional media it is vital that authenticity is retained when communicating via social media. Genuine endorsements carry far more weight.

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