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Twitter launches instant unlock card and conversational ads for advertisers

MUMBAI: Microblogging platform Twitter has introduced conversational ad feature for all global advertisers and an ‘instant unlock card’ that encourages people to tweet to unlock exclusive content.

Brands today can measure the success of their campaigns by tracking how many people are talking about and interacting with the brand on social media. Twitter seeks to help advertisers to drive brand conversations.

Conversational ads contain images or videos that include call-to-action buttons with customisable hashtags. The instant unlock card builds on this by incentivising users to tweet by offering access to exclusive content after the tweet is sent.

For the launch of CocaCola’s #TasteTheFeeling campaign in the United States, the brand drove engagement and buzz among teens by running a conversational video ad featuring influential niche creators and an auto-response to distribute @CocaCola’s branded GIFs in-feed. The result was 180K mentions of @CocaCola and #TasteTheFeeling branded terms on the day of launch. As a result of these efforts and their campaigns in other global markets, #TasteTheFeeling was a top organic global trend on the launch day.

Marvel broke through on Super Bowl Sunday by launching #TeamCap and #TeamIronMan emojis and featuring them in a conversational ad unit that drove its audience to engage and pick a side. On the day of the Super Bowl alone, @Marvel drove 1.5M mentions. In the week following the Super Bowl, the brand had a 6.5X lift in conversation about the movie.

“We’re also announcing advanced analytics to help advertisers keep track of conversational ad units. The Twitter ads dashboard will display the engagement metrics and the earned media generated with the campaign. Global marketers can avail insights through Brand Hub’s Watchlist feature and find out more about how many people are tweeting the campaign hashtag, total impressions earned as well as the most influential tweets,” Twitter said in a statement.