New Hashtag Brand Pages Promoted in First Twitter TV Spot
By David Tobia
June 12, 2012
June 12, 2012
On Sunday, Twitter revealed its new hashtag brand pages in its first ever television advertisement.- Twitter’s ad ran during NASCAR’s Pocono 400 and referenced Twitter.com/#NASCAR, which includes “commentary from drivers, their crews, and expert commentators, as well as a whole bunch of beautiful behind-the-scenes photos, all surfaced through a combination of algorithms and curation by the race league,” according to TechCrunch.
- A related post from Business Insider notes that the Twitter.com/#NASCAR address redirects users to twitter.com/hashtag/nascar. “It’s a way for Twitter and NASCAR to help fans sift through all the noise that they’d find if they just looked at the #NASCAR hashtag in search,” notes TechCrunch.
- The new pages will allow companies to “curate the experience around what people are saying” rather than “simply purchasing sponsored hashtags or tweets,” explains the post.
- Critics highlight the similarity to AOL keywords, which once performed a similar task of combining news and commentary around a particular brand, but did so with limited success.
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