Adidas and Karim Benzema message fans using Twitter's group DM feature

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.

Just did my first Group DM with @codywilson10 @HassibSbeiti @A_Romero9 ! Great moment ! Sorry you missed it @Dan_C9 ! #therewillbehaters

— Karim Benzema (@Benzema) February 6, 2015

Thank you @adidasfootball for the best day of my life ❤️ will never forget this and thank you @Benzema for being you! pic.twitter.com/jMFL4nFDNL

— Hassib sbeiti (@HassibSbeiti) February 6, 2015

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