In September, Twitter announced that it would begin to roll out a Buy button, providing a seamless experience for marketers and consumers to conduct transactions via the platform. The test began mainly with artists and retailers (and some non-profits).
While the button will be available to all brands in 2015, Mashable reported last week that it would get a “real-world workout with its first holiday promotion.” AMC Theatres is offering a free small popcorn coupon for every $30 consumers spend on AMC gift cards.
The button will likely get its first real test during Super Bowl XLIX, when advertisers will have a great opportunity to drive purchases in accord with its linear and digital efforts. After that, it will be open season for brands conceiving cross-platform campaigns.
“With the implications to social TV in mind, the roll out of the Buy button will be a welcome addition for brand advertisers that are planning to use their TV spots as promotional platforms to drive transactions on Twitter promotions that have been synchronized with those spots,” BRaVe Ventures co-founder Jesse Redniss tells Lost Remote. “There will be a distinct difference between becoming too direct response advertising focused versus creating and driving engaging content experiences in the Twitter stream. It will definitely be interesting to see how brands handle this transition while balancing their marketing goals.”