Twitter, in partnership with Tesco, Sky and Xbox, today launched Promoted Moments, a new way to tell rich and immersive stories on the social platform by allowing brands to bring together a range of content.
The 24-hour fixed placement sits alongside the biggest Moments of the day collected from Twitter’s team of curators and editorial partners.
Promoted Moments was originally tested in the US towards the end of 2015. Tesco is the first brand to try the service in the UK, using it for the #FeelGoodCookbook campaign created with @BBHLondon and @MediacomUK.
The #FeelGoodCookbook sits in the second position in the Moments tab and is marked with a Promoted badge to make it clear that it’s advertiser related. It uses 10 Gifs that have been designed to look like an interactive cookbook and, like any cookbook, it has a cover, chapters and recipes.
Eimear Lambe, head of brand strategy at Twitter UK, said: “As a highly visual and immersive format, Promoted Moments offers brands a powerful canvas for storytelling on Twitter.
“The#FeelGoodCookbook Promoted Moment from Tesco, is a testament to this, and we’re looking forward to showing how Sky and Xbox will bring their stories to live in this space too.”
“The combined power of the Promoted Trend, with the additional creative layer of the Promoted Moment, gives brands greater opportunity to connect with their audience and build multi-layered campaigns.
“Promoted Moments is the latest in a suite of creative tools that we’ve been building to help brands connect with their audiences on Twitter, like Periscope in timeline and ScratchReels, our interactive Gif format.”
Sky’s campaign will be announced “in due course”.
Xbox will use Promoted Moments to launch Quantum Break, the latest title in their “greatest games line-up in Xbox history”.
Moments itself launched in the UK in December as a new way to discover the very best of Twitter through images, videos, and conversations. You can find it via the lightning icon on Twitter.