XMPie recently took conversational, cross-media marketing to the next level with a personalized, viral campaign delivered via Twitter, a free social networking micro-blogging service. The campaign was designed to promote XMPie's presence at mediaPro 09 in London - an exhibition for those involved in the creation, production, procurement and distribution of media and marketing communications - while simultaneously showcasing the unique capabilities of XMPie's variable data, cross-media software solutions. 
 
The campaign was enabled by core XMPie and Twitter functionality, incorporating Twitter direct messaging, XMPie-generated personalized Response URL (RURL) Web sites and an automated "tweet" to the Twitter followers of campaign participants.
 
By requesting to follow @XMPieMediaPro09 on Twitter, the campaign was initiated and Twitter direct messages containing links to personalized RURL Web sites were automatically generated. The RURLs, which featured details about XMPie's mediaPro exhibit and an "All-Access Pass" offer, were used to collect additional recipient information and generate a PDF of the personalized "All-Access Pass" for download and printing. Adding a viral element, a "tweet" was also automatically sent to recipients' followers about the campaign, helping to further spread the word of XMPie's exhibit and generate more followers for @XMPieMediaPro09.
 
This first-of-its-kind integration of personalized cross-media and social media technology was enabled by the open Application Programming Interface (API) capabilities of both XMPie and Twitter tools. It allowed XMPie to engage its Twitter followers in relevant dialogues, while simultaneously sharing messages virally through the Twitter system. In addition, through XMPie's holistic approach to cross-media, a print element was seamlessly incorporated into the conversation mix.
 
"The integration of Twitter with XMPie's cross-media capabilities was enabled by XMPie's platform architecture, elegantly expanding the reach of what conversational, one-to-one cross-media campaigns really mean," said David Baldaro, sales and channel manager, XMPie, who developed and implemented the program.
 
To learn more about XMPie's mediaPro campaign or any of its software solutions for variable data print, cross-media communications or Web-to-print, visit booth #170 at mediaPro 09, taking place Nov. 4 – 5 at Old Billingsgate in London, visit http://mediapro09.xmpie.com/ or follow @XMPieMediaPro09 and @XMPie on Twitter.