After almost six years of successful digital journey now Twitter also felt the need of hitting a more conventional advertising spot.
Twitter chose the Pocono 400 NASCAR race on Time Warner's TNT cable network to debut its first ever TV commercial and in the spot Twitter focused its efforts on new #hashtag pages.
The ads, produced as part of a partnership between Twitter and Nascar, seek to establish this micro blogging site as a serious social media business and an effective advertising platforms for brands.
Twitter is hoping to attract major brands to its service by cultivating the widespread use of hashtags, the keywords in a tweet preceded by the symbol (#) that denote a tweet's topic and promoting hashtag pages as destinations where consumers can find information or supplemental content about products. Presently, Twitter boasts 140 million monthly active users who post 400 million tweets a day.
Initially, Twitter aired six different 15-second clippings to demonstrate how Twitter’s hashtag pages could work. Each ad carried an interesting tag line highlighting various Twitter features.
In the clip NASCAR racer Brad Keselowski is seated in his car where he takes a picture of the scene on his iPhone and then uploads the picture directly to Twitter.
According to Reuters in early 2012, McDonald's sought to give its ingredient suppliers a human face by posting their quotes to its Twitter feed with the hashtag "#McDstories."
What began as potato farmers describing their pride in working with the international fast-food chain quickly backfired as Twitter users hijacked the hashtag to share their own MacDonald's stories of a markedly different flavor: Fingernails found in Big Macs, episodes of food poisoning, snarky jokes about diabetes.
The reprimanded chain quickly shut down the campaign. "As Twitter continues to evolve its platform and engagement opportunities, we're learning from our experiences," Rick Wion, McDonald's social media director, said at the time.
After this episode and many others, Twitter indeed must be having a tough time pleasing the advertisers to make use of this extremely popular social networking site hence the ad series on television. But let’s see whether this television stint will be able to give value to the site and in-turn compel marketers to shell out some money out on the #Hashtags.