In a short article for Ad Age, The Archer Group CEO and founder Lee Mikles said his interactive shop was able to generate buzz on Twitter following a series of banner campaigns. The campaign aimed to generate interest in a group of products being launched by the shop's client, and the tweets began popping up online almost immediately after the banners went live.

Oddly enough, the majority of Twitter messages were raving about a new product that wasn't being promoted in the campaign. After regrouping with the client, however, The Archer Group began advertising the new product as well, and it became more successful than all the others. The clickthrough rate on the new product was 55 percent higher than the rest of the campaign, Mikles wrote.

While the number of tweets referencing the new product was small, the amount of people who followed the new banners was on a much greater scale. Mikles concluded by saying that Twitter continues to be a "great tool for us to monitor buzz about products or campaigns for our clients… It's an example of how, more broadly, social networking has taken conversations that previously happened around water coolers and put them online, making them searchable by marketers."