Rio Ferdinand Twitter promotion cleared

A marketing campaign that gave fans the chance to win football match tickets on Rio Ferdinand’s Twitter profile has been cleared despite concerns that it was misleading.

RioFerdPic

The tweets were posted from the defender’s official Twitter account in January and gave details on how to win tickets to see Manchester United team’s home match against Stoke later that month.

All fans who had downloaded the Rio Ferdinand App before the competition’s closing date were entered into a prize draw.

A complainant questioned whether the details of the promotion, such as how to enter and how the winner would be randomly selected, were made clear to followers through the tweets.

New Era Global Sports Management, the company that created the campaign, said that “they had gone to a great deal of effort to ensure that they did not mislead in any way the users of the app or the associated messaging.”

The Advertising Standards Authority (ASA) concluded that the “significant terms” were explained in tweets from the footballer.

It said that it was satisfied that the prize draw had been properly administered and was not misleading.

The ruling is only the second by the ASA on a Twitter campaign following its verdict on a campaign from Mars last month. The promotion, which also featured Rio Ferdinand alongside Katie Price escaped censure after the industry watchdog concluded that the tweets were clearly spoof posts.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here