In promoting its new feature, Moments, the first-ever Twitter commercial was launched during the World Series. Moments is a feature within the social media app that curates the most popular tweets on a given topic, and neatly packages them for readers. The feature is meant to help those new to Twitter find content that caters to their interests.
Interestingly, the Twitter commercial was a hyper-targeted ad meant to attract sports fans. Its launch during the World Series gave Twitter a large sports fan demographic that was readily available, and the content of the ad reflected that. The 30-second commercial picked the most memorable moments from the recent MLB playoffs, showing clips of them along with a series of fan tweets.
The campaign comes as Twitter finds ways to increase user growth. Through a personalized approach, Twitter hopes to appeal to both consumers and brands, making the site easier to understand.