It’s not been long since Twitter announced two new features to the service: the ability to record and edit video within the app, and the enabling of a new ‘group direct message’ function. It’s the latter that has been making headlines, and now Adidas have shown brands how it can be used to engage with fans.

They’ve enlisted Real Madrid’s Karim Benzema who spoke to a group of fans via DM as part of the company’s new “There Will Be Haters” campaign which was launched in January with the help of Benzema, Luis Suarez, James Rodriguez, and Gareth Bale.

The participants had won a Twitter competition earlier in the same day (5 February).