TBWA\Chiat\Day launched the first broadcast campaign for Twitter with a 30-second spot that made its debut during game one of the World Series last night, entitled “Post Season.”
The upbeat spot targets fans of sports (and particularly baseball) with highlights from this years playoffs. While it uses animation, the spot also presents the series of events as they appeared on Twitter, using people’s real tweets to tell the story, with an emphasis on its new “Moments” feature. Twitter wouldn’t reveal how much it spent on the campaign, but the spot will continue to run regularly during primetime, supported by paid search and mobile app install ads.
Twitter chief financial officer Anthony Noto told The Verge the campaign is targeting new and lapsed users, “using their interests as hooks, rather than Twitter itself as the hook,” which marks something of a shift for the brand.
Consumer marketing lead Kathryn Apte added that Moments was “created with marketing in mind,”designed to appeal to groups who don’t use Twitter, including “sports enthusiasts” and 18-24 year-old women Twitter dubs “social connectors.”