Lexus is the latest car manufacturer to tap influential Twitter users to promote their new line, the Lexus CT.  Car makers took note of the successful, Scotty Monty-led Ford Fiesta Movement campaign and are trying to replicate its success by tapping Twitter celebrities to help spread the word online.

Brands are smart to connect with these online influencers.  Even with the networks small size and their lack of mainstream visibility, these Twitter tastemakers can direct the brand sentiment on a network that thrives on being ‘in the know.’

As social media become a growing force at generating attention, marketers are increasingly turning to the less famous to help them pitch products. Auto makers and ad executives say tapping social-media stars can give a brand more credibility with younger shoppers than hiring high-priced celebrities.

“People trust people like themselves, and when we can tap into these people, it will sound less like Ford tooting its own horn,” says Scott Monty, Ford Motor Co.’s global digital-communications manager.

There are dangers, of course.  Brands have to invest in an ongoing relationship to see real results.  A few test drives and Tweets aren’t enough to sway the long term sentiment of the Twitterverse. An ongoing relationship with a genuine desire to win the hearts of those on the network is how Ford won with it’s Fiesta Movement.  And as more Twitter influencers are tapped as brand spokespeople, how long will it be until the Twittersphere is nothing more than one person shilling for this or that brand?  Dilution of message and results is inevitable.

via Car Makers Recruit Social-Media Savvy for Ad Campaigns – WSJ.com.