Promoted Tweets can/do work

I’ve listened to quite a few podcasts recently debating the merits of Twitter’s new Promoted Tweets, the concept that advertisers can essentially sponsor targeted tweets.

The arguments are varied, and while a few argue that this is Twitter ‘selling out’, this is a silly argument. They’re a commercial entity – they have to make money somehow, and Promoted Tweets seems to me the best way to achieve this.

As far as I am concerned, as long as the tweets are targeted and few and far between, I have no issue with them… 

All this aside, is there merit in Promoted Tweets for advertisers? That is, do Promoted Tweets work.

According to Virgin America they do. The story below is an interesting case study and worth a read.