Adidas has run the first advertising campaign to use Twitter’s new group direct messaging feature.
The site only added the feature last week, but Karim Benzema has already put it to work, messaging fans online.
Fans that showed an interest in Adidas’ “There Will Be Haters” campaign were invited to take part in the group chat. The campaign features Benzema alongside other footballers like Diego Costa and Luis Suarez, and seeks to play on their bad boy image.
But it was unclear that Benzema really understood the form, beginning the messages with “Hi guys, i'm ready to start the Twitter DM!”
He finished the conversation by telling fans: “Hope you enjoyed the first ever Twitter DM!” The tweet, far from the first direct message sent on the service, was tagged with the there will be haters hashtag — which is likely to be true, given Twitter introduced direct messages many years ago.
During the conversation, Benzema was asked about how it felt winning La Decima with Real Madrid. The French footballer told fans that it was one of the best times in his career.
Join our new commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies