Twitter debuted it's first-ever television ad campaign during Game 1 of the World Series on Tuesday night.
The company revealed it would be running a marketing campaign to recruit new users after the release of its late feature called Moments earlier this month. While Twitter unsuccessfully rolled out Moments before, the feature allows users to discover and follow the biggest things happening on the platform without having to constantly check their timeline. Content is displayed side-to-side, featuring the best photos, clips and conversations.
Titled "Post-Season," the 30-second spot was targeted for sports fans, and features a series of fast-moving clips, which is quite the opposite speed of the 14-inning game between the New York Mets and Kansas City Royals last night.
Highlighting the biggest Moments from the playoffs while showcasing real tweets from users, the clips included Toronto Blue Jays' Jose Bautista's bat-flip, a goat GIF, and a catch by Kevin Pillar.
With the amount of memes, creative use of hashtags, and fast-paced and upbeat vibe, there is no doubt that the ad is soliciting a younger demographic. The ad was created by TBWAChiatDay, the agency behind Apple's popular "1984" ad. Interestingly enough, that famous ad also debuted at a sporting event, the Super Bowl, 31 years ago.
Tweeting while watching TV series and big events has become increasingly popular among younger demographics. But sports fans are one of the five core groups the company found does not use Twitter. Airing its first TV spot during last's nights World Series appears to be a smart decision, although it may not hook the other missing demographic, 18- to 24-year-old women.
Twitter's ads will continue to air during prime time TV. Check out the company's first television ad below.
