SpaceX just bought a big ad campaign on Twitter for Starlink

SpaceX founder Elon Musk during a joint T-Mobile and SpaceX event on August 25, 2022 in Boca Chica Beach, Texas.

Miguel González Getty Images

Elon Musk’s aerospace company SpaceX has ordered one of the biggest advertising packages available on Twitter, the social media business it just acquired in a $44 billion deal and where he now serves as CEO.

The campaign will promote the SpaceX-owned and operated satellite internet service called Starlink on Twitter in Spain and Australia, according to internal records of the social media business seen by CNBC.

The ad campaign SpaceX is buying to promote Starlink is called a Twitter “takeover.” When a company buys one of these packages, it typically spends more than $250,000 to put its brand on top of Twitter’s main timeline for a full day, according to a current and former Twitter employee who asked not to be named because they were not authorized to do so. to speak on behalf of the company.

Users should see Starlink brand messaging the first three times they open the Twitter app on the day or days of the planned acquisition campaign in Australia and Spain. The campaign, which was acquired last week, was scheduled to run in the coming days first in Australia and then in Spain.

SpaceX typically hasn’t bought large advertising packages from Twitter, current and former employees said.

Starlink uses a constellation of satellites that transmit internet to paying subscribers who also need to get terminals from SpaceX to access it. SpaceX developed Starlink with the goal of providing high-speed Internet connectivity to people in places poorly served, or not served at all, by cable or fiber optic infrastructure.

Starlink changed the battlefield when the Ukrainians didn't have that communication, says Mark Esper

Pressure on Twitter ad sales

Advertisers pull out of Twitter after Musk takes office as government investigates deal

When Musk launched and then quickly suspended a paid subscriber badge on Twitter last week, it further shook advertisers’ faith in the platform. The badge looked like a blue verification check mark before, but it only cost users $7.99 per month. Inexpensively purchased blue checkmarks have been used by pranksters and imposters to impersonate brands, politicians and celebrities and post unflattering and inaccurate messages.

An account created in the likeness of the pharmaceutical company Eli Lilly caused a serious problem on Thursday when it posted a message that read: “We are happy to announce that insulin is now free.” The tweet went viral and remained on Twitter for at least two hours before being taken down. The True Account of Eli Lilly he later tweeted: “We apologize to those who received a misleading message from a fake Lilly account.”

Eli Lilly’s stock price fell sharply after the fake tweet was published, even though the major stock indexes were positive at the time, with the S&P 500 experiencing its biggest rally in two years. Musk-led automaker Tesla, SpaceX competitor Lockheed Martin, Sen. Ed Markey (D-Mass.) and many others were also impersonated and caught on the platform.

This weekend, Musk tweeted: “Twitter drives a huge number of clicks to other websites/apps. Biggest driver of clicks on the internet by far.” Twitter’s new CEO was immediately corrected by marketing experts and former Twitter employees, and a correction note was added to his tweet. He later deleted the tweet.

A former Twitter employee, Claire Díaz-Ortiz, called him out, writing, “You lie. I worked @twitter 5 years + wrote 2 books on social media marketing. This is false and @twitter know it We never sell it by clicks, because it is much lower in traffic than Facebook, LinkedIn, etc. Twitter has other strengths. (And marketing is much more than clicks).

In a company-wide meeting last week, Musk told current Twitter employees that bankruptcy is not out of the question as the company faces an exodus of advertisers and a broader economic downturn.

Musk tells Twitter employees that bankruptcy is not out of the question

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