Twitter’s advertising power is getting a high profile test

twitters advertising power is getting a high profile test gap

As Twitter prepares to go public, its ability to work as a major advertising tool is getting an expansive test from fashion retailer Gap. If the campaign is successful, it could serve as powerful proof for investors about Twitter’s efficacy as a service that benefits brands. And if it fails, well, it might just have negative repercussions on the public offering. 

Gap has launched many successful TV-based advertising campaigns, and even though I’ll never forgive them for fueling the inexplicable neo-swing revival of the late 90s, many of its campaigns were admittedly iconic. Remember the Madonna and Missy Elliot ad that begged you to “Get Into The Groove” in Gap jeans, or this “Dress You Up In My Love” commercial that was a basically a precursor to “Glee”? We didn’t. We never forget.

Despite the popularities of these ads, Gap has moved its TV spots lower on the priority list in recent years. Once considered a slinger of hip apparel, the company lost its “cool” status and saw sales drop. And that’s the worst thing that can happen to a clothing retailer. 

While the company is still re-tooling its image, it is wading back into the TV spot waters, but taking a savvy approach by tying Twitter into the campaign. Buzzfeed reports that Gap is integrating Twitter into its ad campaign in two ways: It released upcoming televised commercial spots earlier this past weekend on Twitter, and it bought promoted tweets. 

The sneak peek Twitter videos were only available after 500 people retweeted links to them, and the videos featured original content from Dhani Harrison, the son of George Harrison, and Alexa Ray Joel, the daughter of Billy Joel and Christie Brinkley. Dangling the carrot of original content in front of its fans worked, so Gap found a way to get fans to spread promotional material for free. Additional content was available if users retweeted it 1000 times. 

The promoted tweets don’t just appear to random Twitter users; they appear based on whether someone is having a conversation about one of the shows that will feature a Gap commercial during a break. So if someone tweets about Ron Swanson and Gap has an ad running on “Parks and Recreation,” the promoted tweet would appear. Gap has to pay for the promoted tweets that people interact with, so if a user retweets the post or even just clicks on it, Gap will get a bill – and that’s how it’ll know if there has been brand awareness stimulation.

Buzzfeed’s Sapna Maheshwari summarized the importance of this Twitter/Gap experiment well: “While Twitter has long been recognized as a second screen for people to talk about TV while watching it, the partnership will seek to prove it’s also a complementary avenue where brands can run ads in support of a main TV campaign.”

Product Review

Dolby makes the most comfortable headphones ever, and that's only the start

Dolby has taken its first step into product design with the new Dolby Dimension wireless headphones. Offering tons of features, supreme comfort, and a shocking price tag, the Dimension are a unique new take on audio in the home, and out.
Gaming

These are the best Xbox One games available right now

More than four years into its life span, Microsoft's latest console is finally coming into its own. From 'Cuphead' to 'Halo 5,' the best Xbox One games offer something for everyone.
Apple

iPhone users are finding themselves randomly locked out of their Apple ID

According to posts on Reddit and Twitter, it looks like users on Reddit and Twitter having some issues with their Apple accounts. Specifically, it seems as though users are getting randomly locked out of their Apple IDs.
Digital Trends Live

DT Daily: Amazon HQ2(s), Indiegogo’s CEO, and Chris Bevans of Dyne

DT Daily's host Greg Nibler discussed headlines including Amazon's HQ2s and Twitter possibly getting an edit button. We also brought on the CEO of Indigogo and the creative director of Dyne.
Computing

Hackers sold 120 million private Facebook messages, report says

Up to 120 million private Facebook messages were being sold online by hackers this fall. The breach was first discovered in September and the messages were obtained through unnamed rogue browser extensions. 
Web

Switch up your Reddit routine with these interesting, inspiring, and zany subs

So you've just joined the wonderful world of Reddit and want to explore it. With so many subreddits, however, navigating the "front page of the internet" can be daunting. You're in luck -- we've gathered 23 of the best subreddits to help…
Social Media

Facebook opens pop-up stores at Macy’s, but they’re not selling the Portal

Facebook has opened pop-up stores at multiple Macy's, though they're not selling Facebook's new Portal device. Instead, they're showcasing small businesses and brands that are already popular on Facebook and Instagram.
Social Media

Facebook Messenger will soon let you delete sent messages

A feature coming to Facebook Messenger will let you delete a message for up to 10 minutes after you send it. The company promised the feature months ago and this week said it really is on its way ... "soon."
Social Media

Pinterest brings followed content front and center with full-width Pin format

Want to see Pinterest recommendations, or just Pins from followed users? Now Pinners can choose with a Pinterest Following feed update. The secondary feed eliminates recommendation and is (almost) chronological.
Smart Home

Facebook's Alexa-enabled video-calling devices begin shipping

Facebook's Portal devices are video smart speakers with Alexa voice assistants built in that allow you to make calls. The 15-inch Portal+ model features a pivoting camera that follows you around the room as you speak.
Social Media

Vine fans, your favorite video-looping app is coming back as Byte

Vine fans were left disappointed in 2017 when its owner, Twitter, pulled the plug on the video-looping app. But now one of its co-founders has promised that a new version of the app, called Byte, is coming soon.
News

Social media use increases depression and anxiety, experiment shows

A study has shown for the first time a causal link between social media use and lower rates of well-being. Students who limited their social media usage to 30 minutes a day showed significant decreases in anxiety and fear of missing out.
Social Media

Twitter boss hints that an edit button for tweets may finally be on its way

Twitter has been talking for years about launching an edit button for tweets, but it still hasn't landed. This week, company boss Jack Dorsey addressed the matter again, describing a quick-edit button as "achievable."
Social Media

‘Superwoman’ YouTuber Lilly Singh taking a break for her mental health

Claiming to be "mentally, physically, emotionally, and spiritually exhausted," popular YouTuber Lilly Singh has told her millions of fans she's taking a break from making videos in order to recuperate.