After testing a lead-gen capable tweet internally, Twitter has now expanded the product to a select few brand advertisers — and more will, no doubt, be able to access the technology soon.
Twitter announced its new “Lead Generation Card” today. It gives brands a chance to drive new leads inside a tweet. Here’s how Twitter describes it:
The Lead Generation Card makes it easy for users to express interest in what your brand offers. Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.
When someone expands your Tweet, they see a description of the offer and a call to action. Their name, @username, and email address are already pre-filled within the Card. The user simply clicks a button to send this information directly (and securely) to you.
Lead gen cards have been tested recently by brands like New Relic, Full Sail and Priceline. In a tweet yesterday, Priceline was using the lead gen card to invite consumers to sign up for a 10 percent hotel discount coupon.
You can see how my name, Twitter handle and email address are all pre-populated from my Twitter profile.
For now, Twitter says the lead gen cards are only available to “managed clients,” but the plan is to make it available globally soon. I suspect that a fair amount of small business owners will want to kick the tires when that happens.