Business

Basically Every Apple Rival Bought Twitter Ads Against The iPhone Event Today

Including Nokia, Samsung, Microsoft, and others. This is what the new monetized internet looks like.

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Apple's rivals were prepared for the company's iPhone launch today — at least on Twitter.

Nokia UK , Samsung, LG, and Microsoft's Windows Phone all bought Twitter ads to show up at the top of users' timelines on searches for "Apple" or "iPhones," today, taking advantage of an event that generated more than 25,000 related tweets per minute. According to Twitter, that's on par with the volume of tweets sent about Ryan Lochte and Michael Phelps's race at the 2012 Olympics — in other words, huge.

It's good news for Twitter's ad business, showing brands the potential to reach users engaging with a live event, especially as they work to make that case with television. While Nokia and Microsoft's Windows Phone created their own responses to the new iPhone, Verizon ran ads for faster wireless tied to the keyword "Apple."

Of course, whether the tweets sway consumer buying decisions — that's up in the air.

You shouldn't have to touch your phone to make it work. That's just lazy. #LazyPhone http://t.co/ckuu7otnJM

Motorola Mobility

@Motorola

You shouldn't have to touch your phone to make it work. That's just lazy. #LazyPhone http://t.co/ckuu7otnJM

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That moment when your friend Instagrams a pic first because yours won’t upload. #RealityCheck. You’re not alone: http://t.co/pDlgdbGJ4o

Verizon Wireless USA

@VerizonWireless

That moment when your friend Instagrams a pic first because yours won’t upload. #RealityCheck. You’re not alone: http://t.co/pDlgdbGJ4o

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#TheNextBigThing is a whole new way to stay connected. http://t.co/dfHyE2YAMu

Samsung Mobile US

@SamsungMobileUS

#TheNextBigThing is a whole new way to stay connected. http://t.co/dfHyE2YAMu

/ Via

Nokia UK

@nokia_uk

Thanks, #Apple ;)

/ Via

13 megapixels on a smartphone camera? That's the new LG G2. Sign up to get yours first: https://t.co/Lj5arL1DXO

LG USA Mobile

@LGUSAMobile

13 megapixels on a smartphone camera? That's the new LG G2. Sign up to get yours first:

https://t.co/Lj5arL1DXO

/ Via

"Real gangsters don't use gold phones."

Nokia UK

@nokia_uk

"Real gangsters don't use gold phones."

/ Via

Screen sizes, speed, and stunning snapshots. Those are our 5 S’s. See why it’s #timetoswitch to #WindowsPhone http://t.co/bMMiS3mv7S

Windows Phone

@windowsphone

Screen sizes, speed, and stunning snapshots. Those are our 5 S’s. See why it’s #timetoswitch to #WindowsPhone http://t.co/bMMiS3mv7S

/ Via

Sapna Maheshwari is a business reporter for BuzzFeed News and is based in New York. Maheshwari reports on retail and e-commerce.

Contact Sapna Maheshwari at sapna.maheshwari@buzzfeed.com.

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