First Look: Twitter’s Promoted Moment For The Creed Movie
Boxing movie gets first crack at new Twitter native ad unit, fills it up with photos, videos, GIFs and UGC.
Twitter rolled out its first paid-for “Moment” on Sunday, promoting the Rocky reboot “Creed” and giving advertisers a first look at what the new ad unit can offer.
Launched two weeks ago after months of anticipation, Moments is Twitter’s effort to build more engagement — especially from more casual users — with multimedia content about events, curated and packaged in a narrative format. Twitter didn’t wait long to start monetizing the new feature, testing Promoted Moments over the weekend with the Creed movie.
The Promoted Moment appeared in the top spot on the screen within the Moments tab all day Sunday.
People who clicked through were able to thumb through promotional content about the movie, which is slated for a November 25 release. Around midday, there were about 20 items within the Creed Moment, including animated GIFs, a full video trailer, a handful of 30-second TV ad spots, a first look at a poster for the movie and tweets featuring stars Michael B. Jordan and Sylvester Stallone.
The content was standard stuff for movie promotions on Twitter, or any other social media platform, but the ability to package it together likely will prove popular for brands looking to tell a story.
And since Twitter has created Moments as a live feature, a brand can update its sponsored content throughout the day. For Creed that meant it was able to add tweets from users after asking them to share their #IFightFor photos and videos.
Early on, the Creed Moment included #IFightFor tweets from paid celebrities like US national soccer goalkeeper Tim Howard and surfer Bethany Hamilton, like this:
But later, they chose to add tweets by several non-famous Twitter users:
The Creed Moment, although no longer visible within the Moments tap, can still be seen at this link, which now includes 39 pieces of content.
Twitter has said it plans to feature one Promoted Moment daily and that it is working with selected brand partners in the US to test the feature. We asked Twitter to share more details about the test and what’s coming next, and we’ll update this post if we get a response.
Postscript: A Twitter spokesperson declined to offer more details about Sunday’s test or plans for other Promoted Moments.
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