East Coast Trains jumps on board Twitter's video service

East Coast Trains has become one of the first UK brands to trial Twitter's new promoted video ad service.

East Coast Trains: Paying to get user-generated video seen
East Coast Trains: Paying to get user-generated video seen

As part of the company’s wider #ilovetrains week-long campaign, East Coast has released its first piece of video content through the social network. 

The video shows part of a scenic train journey near Aberdeen, shared with East Coast by @Chaiwalla.

The trial has started following yesterday’s announcement from Twitter, and East Coast will continue to post video content throughout the week.

The ‘I Love Trains Week’ campaign uses a range of social media activity to celebrate the nation’s love of the railway. TV presenter Donna Air has temporarily changed her name to Donna Train to endorse the campaign.

Speaking to Marketing, East Coast’s social media manager, Nick Wood, said: "Video is a powerful way to get messages across. 

"Twitter is one of our most important social media tools and whilst, on this occasion, we have used video to support our I Love Trains campaign, we would consider using it to convey operational and other messages to our customers in future."

This story first appeared on the Marketingmagazine.co.uk website.

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