Chirpify to allow purchasing from TV ads through #actiontags
Consumers can now post to Twitter, Facebook or Instagram using the “activated hashtags” they see on TV to instantly purchase products or respond to campaigns.
Created by Chirpify, #actiontags for TV allow brands to create new conversion and purchase opportunities directly from their advertising, with the aim of making TV more of a two-way conversation.
“We’ve added a ‘yes’ button to traditional media. Never before has TV been activated as a two-way form of communication where consumers can respond immediately and get something in return, based on a hashtag they saw on TV,” said Chirpify CEO Chris Teso.
“By using hashtags as the glue to connect traditional and social media, suddenly consumers can digitally raise their hand and start a direct customer relationship with a brand they value.”
#Actiontags have been used by brands such as adidas, AT&T, Forever 21, Lenovo, Sprint and TaylorMade.
“Chirpify enables adidas to engage our customers in fundamentally new ways, leveraging social media as the point of conversion,” said Jeremy Darlow, senior brand and marketing manager at the sportswear company. “They've allowed us to drive more value - and revenue - from our brand marketing efforts.”
The company has reported that 65 per cent of consumers who use an #actiontag go on to complete the conversion action - whether that’s purchasing a product or participating in a promotion.
It was discovered that more than 60 per cent of these #actiontag responses have been via mobile devices, with well over half (65 per cent) coming from iOS devices and 34 per cent from Android.