In September, Twitter announced that it would begin to roll out a Buy button, providing a seamless experience for marketers and consumers to conduct transactions via the platform. The test began mainly with artists and retailers (and some non-profits).
While the button will be available to all brands in 2015, Mashable reported last week that it would get a “real-world workout with its first holiday promotion.” AMC Theatres is offering a free small popcorn coupon for every $30 consumers spend on AMC gift cards.
The button will likely get its first real test during Super Bowl XLIX, when advertisers will have a great opportunity to drive purchases in accord with its linear and digital efforts. After that, it will be open season for brands conceiving cross-platform campaigns. Read more