Dive Brief:

• Adidas is the first major brand to utilize Twitter's new Group Direct Messages, which was announced less than two weeks ago. 
• The brand used the feature as a way to reward fans following its #ThereWillBeHaters campaign. 
• A few of the most dedicated and lucky Twitter followers were awarded a 30 minute private chat using Group DM with soccer stars like Real Madrid's Karim Benzema. 

THANK YOU @adidasfootball AND @Benzema for the AMAZING opportunity!!! unREAL ! HALA MADRID pic.twitter.com/XLSkMGO3qj

— Cody (@codywilson10) February 6, 2015

Dive Insight: 

Twitter's reward illustrates exactly how the Group DM feature—thought to just be a private messaging option for up to 20 people—can benefit marketers. It offers a forum for group conversations and facilities larger discussions that DM couldn't do previously. Now that messaging can be between two accounts that do not follow each other, expect more marketing campaigns to experiment with the feature in coming months.