Customer Acquisition: Rock/Creek Outfitters Generates Leads Via Twitter

Lead Generation Card was created by Twitter to help advertisers build their email lists within the social media site. In essence, they allow brands to ask their Twitter followers to sign up for special promotions by entering their email addresses.

The Rock/Creek campaign was launched toward the end of last summer and was exclusively promoted to Rock/Creek's Twitter followers. The brand opted for a late summer test because that's when Chacos are in high demand and Rock/Creek didn't have the inventory to promote the product itself, said Mark McKnight, e-commerce and marketing director at Rock/Creek Outfitters. "We wanted to keep the brand in front of potential customers and get them on our contact list so we could market to them once new inventory came in. That's why we decided to do this quick giveaway on Twitter."