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#ActionTags Let Consumers Buy Products Directly From TV Ads Using Twitter, Facebook or Instagram

Chirpify's TV #ActionTagsStarting March 4th, consumers can instantly purchase products that they see on TV through Twitter, Facebook or Instagram. Chirpify’s new #actiontags for TV could be a game-changer for brands, making it possible to create conversions and purchase opportunities directly from TV ads.

The hybrid of old and new media is promising. “It’s a ‘yes’ button to traditional media,” said Chirpify CEO Chris Teso in the press release. “By using hashtags as the glue to connect traditional and social media, suddenly consumers can digitally raise their hand and start a direct customer relationship with a brand they value.”

What exactly is an #actiontag? It’s a way for consumers to respond, opt-in and buy with a social post from anywhere they encounter a brand’s message; previously that included print, in-venue and online sources. With the addition of TV to the #actiontag line-up, brands now have access to prime-time audiences.

Using hashtags to purchase or sample products, enter a promotion or access premium content has already proven successful for Chirpify and participating brands, including some big names like adidas, AT&T, Forever 21, Lenovo and Sprint.

Chirpify #actiontags

Consumer responses via #actiontags can be tracked, meaning brands can see how far their reach extends.  Here are a few stats to check out:

  • in just 90 days, brands using #actiontag campaigns engaged 300,000 customers
  • in the same time period, #actiontags drove 50 million earned media impressions, and reached more than 25 million social accounts
  • during one campaign, the brand added 20,000 Twitter followers (a 10% increase) in less than a week
  • 65% of consumers who use an #actiontag go on to complete the conversion action (purchasing a product or participating in a promotion)

Mobile accounts for a huge portion of #actiontag engagement: more than 60% of #actiontag responses so far have been via mobile devices.

How will #actiontags on TV change things?  According to Chirpify, a recent brand campaign used #actiontags in a primetime TV commercial that offered consumers first-time access to a new product and saw impressive results, driving up to 5,000 tweets per hour for the #actiontag and “catapulting” the campaign to become a nationally-trending Twitter topic.

What do you think – are you ready to buy through a hashtag? Hashtags were used by 57% of brands advertising during the Super Bowl this year; how many purchases or conversions could those brands have seen using TV #actiontags?

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