Twitter Is Offering Advertisers More Tools to Engage Consumers With Direct Messages

Patrón Tequila runs 'Bot-Tender' campaign

The social media site is stepping up its customer care capabilities.

Twitter today revealed that it’s giving brands more multimedia features to encourage one-on-one conversations within promoted tweets, including video, interactive images and questions-based bots. Called Direct Message Cards, the feature can involve up to four, custom, call-to-action buttons that send users to direct messages with the brand. Additionally, it can be used in organic tweets.

One of the launch brands, Patrón Tequila, is running promoted tweets in the United States that utilize a “Bot-Tender,” which offers personalized recommendations based on responses to consumer inquiries about entertaining guests, cocktail flavors and emojis. The bot can suggest hundreds of drinks combinations from Patrón’s Cocktail lab, depending on the Twitter user’s query.

 “Twitter is the perfect platform to create unique, simple-yet-compelling moments that connect with audiences during this journey, in real time,” Adrian Parker, vp, marketing at Patrón Spirits Company, said in a statement.

Separately, ecommerce app JollyChic will target consumers in a few markets outside the U.S. with an exclusive coupon, and they will be able to shop, contact customer care and/or download the brand’s app.

Direct Message Cards are available to only select advertisers, and Twitter didn’t reveal if any other marketers beyond Patrón and JollyChic will receive early access.

The feature builds on Twitter’s efforts to get brands to think of the platform as a go-to place to drive sales. For instance, in November, the company announced customer service chatbots.