Twitter had its first big company tie-up recently and it was with NASCAR. In its partnership with NASCAR, the social network also made its first television commercial. Furthermore, through this partnership, Twitter demonstrated what exactly they can do to work with brands. According to BusinessInsider, the URL twitter.com/#/NASCAR, which would normally lead to a generic search of the hashtag #NASCAR, is now a landing page for NASCAR. Twitter announced in a blog post a few days ago that the NASCAR page will be more than just a collection of hashtagged tweets. They said, “You’ll discover the best Tweets, photos and perspectives from NASCAR drivers and their families, crews, commentators, celebrities and fans – all in a single timeline.” Users can also get to the NASCAR page, if you click on #NASCAR on twitter.com or on mobile.twitter.com.
Twitter also curated content during races on the weekend, so NASCAR fans can get a good amount of information from the Twitter page. Twitter says, “Throughout the weekend – but especially during the race – a combination of algorithms and curation will surface the most interesting Tweets to bring you closer to all of the action happening around the track, from the garage to the victory lane.” The idea behind creating a landing page is very similar to the motive behind Facebook pages: to get your fans in one place and to increase engagement. If Twitter ties up with more brands and not just those that do live events, of course, they will see steady revenue coming in.
Twitter put out a television commercial, not only to advertise itself to potential users but also to potential marketers to let them know that their brands can have their own pages on the microblog. The hashtag landing pages serve almost a better way of advertising then sponsored tweets and accounts. However, a downside to the phenomenon is of course, annoying users. It is unclear how tweeters using the hashtags they use, will work when their hashtag leads to a curated brand page. And of course, a lot of times, users who tweet with hashtags do so because they want their tweets discovered. What do you think of these Twitter Pages for brands? Will they work or will they annoy? Let us know in the comments section below.