Today, we’re launching a new, customizable Direct Message Card that businesses can use to promote and share bots and other customer experiences built in Direct Messages. Increasingly, businesses are using Direct Messages to create rich, personalized interactions that deepen relationships with consumers, ranging from customer acquisition to fun, engaging bots such as the first ever March Madness bracket builder in Direct Messages (#WendysBracket). This new card will help businesses drive discovery of such experiences both through Promoted Tweets and organic sharing.
Using a Direct Message Card, businesses can capture people's attention with engaging image or video creatives, and include up to four fully customizable 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 find a relevant audience to pull into personalized conversations at scale. Businesses can also turn their audience into advocates by encouraging them to share the experience in their own voice through a Tweet.
Several brands around the world are launching Promoted Tweet campaigns using the Direct Message Card this week to drive discovery of the experiences they have built. Patrón Tequila, a leading spirits brands, is using the Direct Message Card to entice people to engage with their messaging bot — Bot-Tender — which creates personalized cocktail recommendations based on responses to questions around occasion, flavor, and even emoji.
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. Twitter is the perfect platform to create unique, simple, yet compelling moments that connect with audiences during this journey, in real-time. Through the new Direct Message Cards we can further drive compelling engagement with our consumers.
JollyChic, an ecommerce shopping app, will offer target customers in select markets a special discount coupon for purchases through a #JollyRamadan Direct Message Card. Customers will be able to shop the sale of the day, browse retail options, contact customer service for support, and even download the JollyChic app via Direct Messages.
The Direct Message Card is a robust discovery tool that complements other features we have built to make Direct Messages a powerful canvas for brands to build personalized and scalable conversational experiences, including Welcome Messages, Quick Replies, Custom Profiles, Location Sharing and more. We’re excited to provide brands with additional tools to create new ways of engaging and building 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.