Twitter users can now “unlock” exclusive content if they tweet branded hashtags

The Walking Dead

Twitter has launched a new ad format that it hopes will increase engagement between users and brands on the platform.

Called ‘Instant Unlock Card,’ the tool lets users access exclusive content, like a film trailer or Q&A, if they respond to a brand’s call-to-action on Twitter. The feature is part of Twitter’s “conversational ads,” which are tweets that include images or video along with a call-to-action button that prompts users to tweet the brand’s message and hashtag. If users click on the button, they can personalize the tweet before sending it out to followers.

The “conversational ads” format was announced in January but starting today is available to all advertisers. According to Twitter, brands who participated in the beta launch saw an average earned media rate of 34%.

AMC recently used the ‘Instant Unlock Card’ to promote its show The Walking Dead during San Diego’s Comic Con last month. Those who follow The Walking Dead on Twitter could watch an exclusive trailer if they tweeted about the show's world premiere.

Suzanne Park, VP of marketing at AMC, said of the experience: “In a crowded environment, this powerful new feature helped us keep the #1 show on television top of mind and give fans at Comic-Con and beyond what they were hungry for – more of ‘The Walking Dead.’”

On its advertising account, Twitter showed followers how the 'Instant Unlock Card' works:

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