Twitter has introduced a new way for businesses to connect with users through the Direct Messaging feature of its microblogging platform.
The feature, called ‘Direct Message Card’, enables businesses to promote ads designed at offering users different Direct Messaging experiences. The Promoted Tweets offer several options to the user, and whichever they choose will lead to a different Direct Message from the brand – including potential interactions with chatbots.
“With Direct Message Cards running in Promoted Tweet campaigns, businesses can take advantage of Twitter Ads’ full targeting suite to find a relevant audience to pull into personalised conversations at scale,” said Travis Lull, senior product manager at Twitter, in a blog post. “Businesses can also turn their audience into advocates by encouraging them to share the experience in their own voice through a Tweet.”
One early adopter of the Cards is Patrón Tequila, which encourages people to engage with their Bot-Tender messaging bot. The Bot-Tender offers personalised cocktail recommendations based on responses to questions about occasion, flavour, and emojis.
“The Patrón consumer’s online interactions have become part of the product experience itself. Before spirits drinkers ever open a bottle or order at a bar, they research recipes and educate themselves on the process behind the product,” said Adrian Parker, VP of marketing at Patrón Spirits Company.
“Through the new Direct Message Cards we can further drive compelling engagement with our consumers.”
The Direct Message Card is currently available in limited beta to Twitter advertisers.