The Drum Awards for Marketing - Extended Deadline

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By Amy Houston, Senior Reporter

November 10, 2021 | 3 min read

In a bid to promote Twitter Blue, the social media giant has rolled out a series of retro-inspired infomercials starring comedians and internet celebrities Dana Donnelly, Meg Stalter, Broman and Prance donning some pastel Jane Fonda-influenced workout attire.

The tongue-in-cheek jazzercise-style videos encourage users to “flex those Twitter fingers and take it to the next level” by joining its premium subscription service for $2.99 a month.

Taking on the role of narrator, Meg Stalter tells viewers: “Now tweet, and undo. It’s exercise but it’s also staring at your phone – which is what I like to do.” It’s a humorous nod to the new ‘Undo’ button that will give people an option to make edits to the post up to 60 seconds before it’s public – plenty of time to catch the dreaded typo.

All four of the internet personalities featured, who generally appeal to the gen Z and millennial audience, have used the site to gain notoriety and communicate their comedic talents over the years.

Other new features include bookmark folders, custom navigation, reader mode for threads and ad-free articles (but it won’t let you pass paywalls), which will be available to Twitter users in the US, New Zealand, Canada and Australia on iOS, Android and web.

Back in June Twitter started rolling out our first iteration of Twitter Blue in Australia and Canada, noting in a blog post: “Free Twitter is not going away, and never will. This subscription offering is simply meant to add enhanced and complementary features to the already existing Twitter experience for those who want it.”

Twitter: Twitter Blue

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