Walgreens is using “sponsored conversations†– promoted Tweets, trends and paid bloggers – to influence customers to switch to its namesake pharmacy benefits plan.
The reason for the push is that the pharmacy chain was unable to come to terms with former pharmacy benefit manager, Express Scripts, and fears losing customers to Wal-Mart and CVS, both of which still have relationships with the company, says AdAge.
Along with promoted tweets it also paid Twitter to feature “#ILoveWalgreens†as a promoted trend.
Not only that, Walgreens hired Social Spark, a company that matches bloggers with advertisers for a percentage of the fee, to get some mommy bloggers writing about the issue in hopes of turning the tide in its favor.
Read more on how Walgreens is using paid social media at socialcommercetoday.
Tags: advertising, Social media, Social Media Marketing, Twitter
