Dive summary:
- PBS embraced the media firestorm surrounding Mitt Romney’s plan to cut funding for public broadcasting.
- While Big Bird was trending on Twitter, it also displayed a PBS-sponsored tweet that led people to educational content discussing the value of PBS.
- The PBS sponsored tweet encouraged a retweet and included social sharing buttons.
From the article:
It's refreshing to know that a big organization -- and a non-profit one at that, which is typically thought of as restricted by bureaucracy -- is remaining agile enough to newsjack. And they do it effectively. If PBS can do it, marketers, so can we! ...
