New York—The New York Times Co. has launched Ricochet, a new advertising platform designed to help marketers take advantage of social media. B-to-b marketer SAP is the first advertiser to use Ricochet.
With Ricochet, a marketer first selects a relevant story from NYTimes.com or other New York Times Co. websites. The Ricochet platform creates a unique Web address that contains the article plus ads from the marketer. The Web address is active only for a predetermined amount of time, during which a marketer can share the link on its corporate website or via Facebok, Twitter and other social media sites.
SAP is using Ricochet to promote its new “Run Like Never Before” campaign, which debuted last week.
“We immediately saw this opportunity as a unique and innovative approach to deliver the right content to the right audience through our own properties and channels, with the authoritative content of The New York Times wrapped in our own brand messages,” said Susan Popper, SAP's senior VP-marketing communications and experience, in a statement.