The social media site is
"the second screen to TV", Costolo said, and brands should
"connect the dots" of their marketing investment "on this screen
to the one on that screen" for a multiple perspective.
Costolo's speech, a bid for brands' attention, marked Twitter's
debut as an official participant at the Cannes Lions Festival – last year its
executives attended the event, but remained on its fringes.
During his talk, Costolo highlighted Burberry, H&M, P&G's
US detergent brand Tide, and Porsche as brands that are already using Twitter
to stretch their marketing budgets.
He said: "H&M spent a lot of money with [David] Beckham
for the Super Bowl in the US and tweeted about the Beckham ads throughout the
game's ad breaks. If you're spending this kind of money, you have to layer
conversation on top to extend the runway of your investment."
Costolo cited Tide and the marketing of the film 'Prometheu' s as
examples of brands that used Twitter reaction to an event as content for TV
ads.
The P&G detergent was used to clean up a crash site at
Daytona, images of which were tweeted by P&G and then used as the basis for
a 30-second ad.
Promotion for the Ridley Scott film 'Prometheus' last month
featured an ad made in real time using Twitter reaction to a trailer shown in
an earlier commercial break.
"So you can use the platform to create the conversation [as
well as using] the platform to create the 30-second spot," said Costolo.
Burberry was among the "real-time brands" doing "a
great job of leveraging this world" when it tweeted pictures of models
backstage at London Fashion Week coming on to the runway before the audience
could see them.
Brands could have an "incredibly simple message" on
Twitter as Porsche did with a promoted Tweet that got "unheard of levels
of engagement" of 87%, "because the engagement [was] integrated into
the conversation – not hanging around it."
Costolo urged brands to adapt campaigns "for the moment
instead of planning campaigns for the future".
He hailed an Audi R8 Twitter campaign that "created so much
buzz that, when discontinued, there was an outcry, so they brought it
back" as a "great example" of this.
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It added that the
Intel-based versions would be offered with either 64GB or 128GB of storage and
would have price tags comparable to ultrabook laptops.
Different
chipsets
One tech analyst told
the BBC that other hardware makers were likely to feel aggrieved by the news.
"Microsoft can offer
a competitive price for these specifications as it doesn't need to pay itself a
licence for the Windows 8 software which other manufacturers will have to do,
and that might make its PC and tablet-making partners unhappy," said
Carolina Milanesi, research vice president at the technology consultants
Gartner.
She added that the
firm appeared to have focused on a specific part of the market which wanted a
more powerful device than the iPad.
"They seem to be
be targeting a professional audience," she said.
"So they are
going head-to-head with Apple within the corporate sector. Price will be key -
these devices won't be at the bottom end of the market. They will probably let
other manufacturers fight over that space."
By contrast the tech
research firm Forrester said it thought the focus for ARM-based Surface tablets
would be consumers, rather than the enterprise sector.
But one of its
analysts warned there was a risk customers would shy away if they found it
confusing distinguishing between the two types of Windows 8 experience. This
will be the first time Microsoft will offer a version of its PC system designed
for chips based on ARM's architecture.
"Microsoft will
be its own worst enemy in this market,"blogged Sarah Rotman Epps.
"Consumers aren't
used to thinking about chipsets. Choice is a key tenet of Windows, but too much
choice is overwhelming for consumers. Apple gets this, and limits iPad options
to connectivity, storage, and black… or white."
ARM's ambitions
Despite the potential
for confusion, British chip designer ARM said it was "excited" by the
news.
The firm's designs
have already proved popular with smartphone makers, but Microsoft's support for
its technology in Windows 8 offers it the potential to expand into a market
dominated until now by Intel and AMD.
"This represents
a significant milestone in Microsoft's journey to expand the support of the
Windows operating system and embrace the ARM architecture," said Lance
Howarth, the firm's vice president of marketing.
"With the Surface
for Windows RT announcement we are delighted to see yet another example of this
partnership in action which follows on from various Windows RT devices
demonstrated at Taiwan's Computex show recently."
Intel said it was also
"pleased" about Microsoft's move.
"Intel believes
in and supports an open and healthy ecosystem that delivers a broad scale of
innovation and choice in solutions and user experiences," a statement
said.
"We also believe
Windows 8 on Intel architecture will deliver the most complete experience with
the best performance and compatibility across all computing platforms."
