Today, we’re launching a new, customisable Direct Message Card that businesses can use to promote and share experiences built in Direct Messages. The new tool will help businesses create rich, personalised experiences that deepen their relationships with consumers, such as TV Assistant, a region-first messaging bot launched today by Samsung Electronics Australia (@SamsungAU).
Using a Direct Message Card, businesses can capture people's attention with engaging images or videos, and include up to four fully customisable call-to-action buttons. Each call-to-action button takes the user into a specific experience within Direct Messages. With Direct Message Cards running in Promoted Tweet campaigns, businesses can take advantage of Twitter Ads' full targeting suite to maximise audience reach.
Businesses can also encourage people to share the experience in their own voice through a Tweet prompt that includes the Direct Message Card, turning their audience into their advocates.
Several brands around the world, including Samsung Australia, are launching Promoted Tweet campaigns using the Direct Message Card this week to drive discovery of experiences and products. With its new TV Assistant bot, accessed through a Twitter Direct Message Card, @SamsungAU will help people discover more about Samsung’s new QLED TVs, and find the right one for their needs.
TV Assistant will recommend the right television to consumers based on personal information such as viewing habits and preferred screen size, and suggest a nearby retail store stocking the recommended TV. TV Assistant will also explain television terms like QLED and UHD TV to help customers understand their purchase preferences better.
The automated conversation, all conducted 1-on-1 via Direct Message, will allow @SamsungAU to directly target and talk to those who intend to purchase a TV, and build relationships with them outside of traditional retailers.
Samsung Australia is the first Samsung subsidiary globally to launch the service, and the first technology brand in Australia to use Direct Message Cards on Twitter.
The Direct Message Card is a robust discovery tool that dovetails with other features we have built to make Direct Messages a powerful canvas for personalised and scalable experiences, including Welcome Messages, Quick Replies, Custom Profiles, Location Sharing and more. We’re excited to provide brands further tools to create new ways to engage and build deeper relationships with their audiences on Twitter.
The Direct Message Card is currently available in limited beta to Twitter advertisers. Interested in using it? Contact your Twitter representative today for more information.