The online campaign – which aims to inspire Tesco shoppers with tips around all their main meals – integrates videos, images and allows users to flick through shareable recipe pages.
The supermarket giant will also pin the online cookbook to the top of its Twitter profile to boost interaction and is running a Promoted Twitter Trend, #feelgoodcookbook. The campaign was created by BBH and Mediacom.
“Promoted Moments gives us the opportunity to tell this story in an even more visual and impactful way than usual,” says Claire Hoey, marketing manager at Tesco.
— Tesco (@Tesco) January 27, 2016
Tesco is the first of a number of brands set to launch paid-for Moments. Both Microsoft’s Xbox and Sky are prepping their own campaigns.
Xbox will use Promoted Moments to “deliver a compelling narrative experience” ahead of the launch of its upcoming exclusive video game Quantum Break. Details of Sky’s campaign are yet to be revealed.
“It’s testament to the quality of Promoted Moments that we’re launching with high profile partners like Xbox, Tesco and Sky,” says Dara Nasr, managing director of Twitter UK.
“I’m delighted to see how creative they’ve been in developing compelling campaigns which really play to the strengths of Moments: one of our richest products for storytelling.”
Twitter launched Moments in the UK last December. The service, which is available through apps on both Google and Apple, aims to bring together the best content, including pictures, videos, Vines and GIFs, around specific events or stories.
It is available via a ‘lightning bolt’ tab on the Twitter smartphone app, with content put into topics such as ‘news’, ‘entertainment’ and ‘sport’.
Clicking on a moment shows an introduction with a title, description and picture. By swiping right users can find more content related to the story while a single tap gives a full view of the tweets, which can also be ‘liked’ or ‘retweeted’. A moment can also be shared.
Moments is a key new feature for Twitter as it looks to boost consumer engagement and ad revenues in a bid to close the gap with rivals such as Instagram and Facebook. Twitter has struggled with slowing user growth and revenues and recently hired its first CMO is a bid to better explain why people – both consumers and businesses – should be using Twitter.