Standard TV ads also continued to play a big role in driving brand mentions on Twitter, according to Ad Age editorial partner Bluefin Labs, including a spot for Microsoft's forthcoming Surface tablet computer and Target 's first Christmas commercial of the year.
But, of course, marketers don't control what consumers say about them in social media, even when their ads spark the conversation. The "vast majority" of Snickers' lift on Twitter this week was driven by a juvenile tweet parodying the brand's "You're not you when you're hungry" theme, Bluefin found. And Nike derived some of its traction on Twitter from dropping Lance Armstrong as a sponsor.
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