Twitter Airs Its First TV Commercial, Promotes Its First Hashtag Page

twitter-logo-2012-newTwitter aired its first TV commercial during Sunday’s Poconoa 400 NASCAR race that aired on the U.S. cable network TNT.

The 15-second spot is part of Twitter’s recently announced deal with NASCAR that saw the racing organization buying a new ad product called a “hashtag page.”

Update, June 22: We got this part of the story wrong. As Twitter has confirmed in this new article, Twitter’s Second Hashtag Page Promotes Euro 2012, Continues Twitter’s Move Into Media, hashtag pages are not a paid product. We apologize for the error.

During race weekend, fans could visit twitter.com/#NASCAR to get the latest tweets from drivers, other race team members and journalists tweeting about the race. Twitter says content for the page was selected both algorithmically and by human curation.

twitter-hashtag-page

Twitter’s first TV ad showed, in essence, where some of the content for that hashtag page was coming from — the drivers. Brad Keselowski is shown sitting in his car taking a photo with his iPhone with the text, “See what he sees.”

Twitter eventually aired six more NASCAR-themed commercials and uploaded the entire group to YouTube.

The ads only ran during yesterday’s race coverage on TNT and a Twitter spokesperson says the company has “no future plans to confirm at this time” regarding additional TV advertising. Twitter says that the NASCAR hashtag page will remain online for future races.

There’s no comparison between the Pocono 400 and the Super Bowl, but it’s worth noting that Google also chose a sports event for its first TV commercial. It’s also worth noting that several members of Twitter’s communications team are former Google employees.

(tip via Business Insider)

Related Topics: Channel: Industry | Social Media Marketing: Hashtags | Top News | Twitter | Twitter: Marketing

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About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • http://twitter.com/CiiTechSolution Cii Tech Solutions

    Ah, so that’s why Twitter pulled out of Google. Looking at the two presentations, I’ll have to say the Hashtag page is a big improvement in design and usability over ye olde Google Realtime Search. Some questions come to mind. One, how safeguards does Twitter have in place to prevent these pages from being hijacked (a la the McDonalds story fiasco)? Two (in a related vein), how much filtering do these pages have in place? A quick perusal of the #NASCAR page shows mostly drivers and sponsors, while a Twitter search of the hashtag shows many more posts. It would be interesting to see some comparisons with other pages to explore this new feature more.

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