Twitter has announced the launch of Customisable Direct Message Cards that businesses can use to promote and share experiences built in Direct Messages.
The new tool will help businesses create rich, personalised experiences that deepen their relationships with consumers, such as TV Assistant, a region-first messaging bot launched today by Samsung Electronics Australia.
Using a Direct Message Card, businesses can capture people’s attention with images or videos, and include up to four fully customisable call-to-action buttons. Each call-to-action button takes the user into a specific experience within Direct Messages.
With Direct Message Cards running in Promoted Tweet campaigns, businesses can take advantage of Twitter Ads’ full targeting suite to maximise audience reach.
Businesses can also encourage people to share the experience in their own voice through a tweet prompt that includes the Direct Message Card, turning their audience into their advocates.
Several brands around the world, including Samsung Australia, are launching Promoted Tweet campaigns using the Direct Message Card this week to drive discovery of experiences and products.
With its new TV Assistant bot, accessed through a Twitter Direct Message Card, Samsung will help people discover more about its new QLED TVs.
TV Assistant will recommend the right television to consumers based on personal information such as viewing habits and preferred screen size, and suggest a nearby retail store stocking the recommended TV.
TV Assistant will also explain television terms like QLED and UHD TV to help customers understand their purchase preferences better.
The automated conversation, all conducted one-on-one via Direct Message, will allow Samsung to directly target and talk to those who intend to purchase a TV, and build relationships with them outside of traditional retailers.
Samsung Australia is the first Samsung subsidiary globally to launch the service, and the first technology brand in Australia to use Direct Message Cards on Twitter.