Adidas connects fans with footballers

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Karim Benzema sends fans group DMs on Twitter in first use of feature for marketing.
Karim Benzema sends fans group DMs on Twitter in first use of feature for marketing.

Athletic brand is first to use Twitter's group direct message feature for marketing

Adidas is the first brand to tap Twitter's private group chat feature by connecting supporters of the brands #ThereWillBeHaters with Real Madrid's soccer legend Karim Benzema.

The new feature, which Twitter released Jan. 27, allows users to initiate a private online conversation with up to 20 people.

Read why soccer stars say "bring on the hate" in UK Adidas spot

Several estatic fans had a 30-minute private conversation on the social network with Benzema.

The innovative campaign comes just after Twitter reported that its ad revenue rose 97%.

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