ICANN has really ramped up the social marketing of its new generic top-level domain program for the last few weeks, and today it started plugging new gTLDs with some Twitter advertising.
It’s bought some “Promoted Tweets”, which means some Twitter users will see a designated ICANN tweet even if they don’t already follow ICANN.
Here’s an example captured by @andrewhennigan.
The Promoted Tweets ad service is bid-based and priced on a cost-per-engagement basis, so advertisers only pay when they get a reply, retweet, follow, etc. Reportedly, there’s a $15,000 minimum commitment.
Judging by Twitter noise today, I’m guessing that today ICANN is promoting its new gTLDs Twitter chat, which is happening at 1600 UTC tomorrow with the hashtag #newgtlds.