Twitter Flock to Unlock is Here to Drive Engagment

In Customer Engagement, Featured on App, Marketing and Sales, Social media by Vaughn Highfield

Twitter Flock

New Twitter marketing method aims to capture curious customers

Twitter has unveiled a new advertising platform for its social network, and has dubbed it “Flock to Unlock”, due to it’s requirements of fans retweeting promoted tweets in an effort to unlock new content from a brand.

While this certainly sounds like one of those mid-’00s phishing sites that want you to share a link with others to gain access to what’s inside, the scheme clearly ties into the heart of what drives Twitter users.

It’s already got its first client, with Puma jumping aboard as it uses its latest ad campaign “Forever Faster” as the testbed.

The campaign will start on August 4th (that’s today) and sees Puma-sponsored athletes Sergio Aguero, Usain Bolt, Mario Balotelli, Jamaal Charles, Jadeveon Clowney, Cordarrelle Patterson, and Lexi Thompson using their accounts for promoted tweets. That means they’ve already got a combined global reach of 19 million on Twitter alone, not a bad starting base for an ad campaign really.

Their tweets will explain that more content from Puma will be released when enough retweets occur. And what is this oh-so-special content? It seems to be a series of new TV adverts that’ll go live online before they air on TV.

Fans can also see how far along they are thanks to a graph showing a percentage completion until the new content is released, although it doesn’t actually clarify how many retweets are needed to reach said target.

It’s a smart campaign that’ll definitely get Twitter users involved and spread word about Puma as a brand. But is the allure of some videos, intended for TV, really enough to drive fans to unlock said content and engage on a brand level?

The truth is that, yes, it probably is for many of Puma’s fans or those of Puma’s sponsored athletes. However, the test comes with how future brands handle Twitter’s Flock to Unlock service.

[Image: Linda Peall – Flickr]