In a recent blog post, Twitter reported that it intends to provide consumers with a great lineup of deals, from advertising partners like Groupon and Gilt Groupe; plus a few from its own list of clients. The Twitter host for these incredible “Early Bird” deals? You guessed it, @earlybird. Twitter offers us these definitions:
@earlybird
n. a thrifty bird that lays golden eggs.
n. one canny bird tweeting exclusive offers.
On the heels of the blog announcement, Twitter launched its first @earlybird exclusive offer; with Walt Disney Studios. If the earlybird gets the worm, the worm (in this case) is a ticket promotion; launched in conjunction with the release of The Sorcerer’s Apprentice.
“U.S. @earlybird or @DisneyPictures followers can get a special 2-for-1 deal on tickets for a limited time.”
But, what about the Follower count? For example, yesterday @DisneyPictures had a larger following base; than @earlybird. So, what is the advantage of using @earlybird? Although in some cases, the follower count might be larger, the consumer base that follows @earlybird; is likely more broad and varied. This approach encourages advertisers to target consumers, that do not generally follow their brand. Just as I am certain most of you do not follow @DisneyPictures, you might still be interested in a break on the (ridiculous) price of movie tickets. See how the concept has merit?
With the introduction of @earlybird, it would seem as though Twitter is trying to position itself (mirroring Facebook), to be recognized as a viable option for advertisers/brands. Offering a motivated and targeted audience for companies to build momentum, generate awareness and build brand recognition; through online coupons or promotional offers.
All things considered, the @earlybird concept is not unlike Twitter’s Promoted Tweets, currently being used (successfully?) by Twitter partners; like Virgin America. Regardless, with online ad growth showing signs of slowing, upstarts and Internet giants want businesses to get excited; about innovative ways to reach motivated consumers. At the moment, I’m not really excited about movie tickets. So, like most consumers using Twitter; I’ll reserve judgement for now.
