Twitter is hoping the allure of exclusive content might help brands better engage with consumers and drive conversation.
The company is unveiling an "Instant Unlock Card" that encourages people to tweet about a brand in order to earn rewards such as a movie trailer or an exclusive Q&A.
The cards, which roll out globally today, utilize the social media network's conversational ads. The product, which debuted in January, contain images or videos with call-to-action buttons and a customizable hashtag.
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